Apple is finally opening the iPhone to third-party app stores in the European Union, kicking off a potentially vibrant, unwieldy, and eclectic new era for its app ecosystem. At least, it might, depending on how developers respond to a hurdle that is at once tiny and immense: a €0.50 fee.
Apple is introducing a new fee structure for apps that want to operate on these third-party stores. On the surface, it looks great: apps pay no cut of sales to Apple if they’re distributed via a third-party store. And if a developer still wants to be distributed via Apple’s App Store, too, the cut drops from the traditional 30 percent fee down to 17 percent. It’s an even lower 10 percent fee for qualifying “small business” apps, down from the original 15...