Apple’s app removals is a response to the Digital Services Act (DSA)
Done right, regulation levels the playing field and protects users. Done wrong, it slows innovation. The Digital Services Act (DSA) falls into the first category—at least for now. Apple just removed thousands of apps from its EU App Store, and it’s not because they don’t like those apps. It’s because many developers failed to meet basic transparency requirements—things like providing a verified address, email, and phone number.
If you’re selling a product or service, shouldn’t people know who’s behind it? The DSA says “yes,” and so does Apple. The goal is to make sure consumers can identify businesses, hold them accountable, and avoid getting scammed by anonymous operators. If a developer doesn’t want to disclose basic contact details, maybe they shouldn’t be in business in the first place.
The internet is full of bad actors, and marketplaces like the App Store are under pressure to clean things up. If you want to play in Apple’s ecosystem—especially in the $18 billion EU app market—you follow the rules.
Trader status is Apple’s new compliance filter
Apple isn’t hitting “delete” on apps for fun. The company introduced “trader status” as a compliance filter. If you want to launch an app (or update an existing one) in the EU App Store, you need to verify your identity. Apple started enforcing this on October 16, 2024. Any developer who failed to comply got repeated warnings. By February 17, 2025, Apple pulled the plug on non-compliant apps.
What does this mean in practice? Every app available in an EU member state now has clear, public information on who developed it. This is part of the DSA’s broader push for digital accountability.
“If you’re a developer, this is simple: verify your details, get back on the store. No compliance, no business. Apple is making an example out of non-compliant apps because that’s how you get the message across.”
How developers can get their apps back
There’s no loophole or secret backdoor here. If you lost your spot on the EU App Store, you need to go through App Store Connect and provide real, verifiable contact details.
For businesses, this is straightforward. Most already submitted an address through their DUNS number (a business identifier used globally). But for independent developers, it’s different. Whether they like it or not, they now need to submit their personal address, phone number, and email—even if they don’t want it made public.
This might seem invasive, but the reality is: if you’re making money from an app, you’re a business. And businesses are expected to be accountable. There’s no more hiding behind anonymous developer profiles.
Who’s considered a trader under the DSA?
Not every developer is affected by this, but if you’re making money from your app in any way—this applies to you. The DSA defines a trader as anyone offering goods or services commercially in the EU. That includes:
- Developers who charge for their apps
- Apps that make money from in-app purchases or ads
- Any business registered for VAT in the EU
- Anyone creating apps professionally (not only as a hobby)
This definition is deliberately broad because regulators don’t want loopholes. The message is clear: if you’re running a business in the EU app market, you need to be transparent about who you are.
For Apple, this is more than a simple rule—it’s focused on securing the App Store’s reputation as a trustworthy marketplace. With over 1.8 million apps available, accountability matters.
Apple’s bigger strategy at play
Removing non-compliant apps is one part of Apple’s approach. They’re also rolling out transparency reports and a developer redress mechanism.
- The DSA Transparency Report explains Apple’s content moderation strategy, showing how they handle takedowns, appeals, and compliance efforts.
- The redress mechanism lets developers challenge Apple’s decisions if they believe an app was unfairly removed.
The bigger picture? Apple is future-proofing itself. With governments worldwide tightening regulations on digital platforms, the company is making sure it’s on the right side of the conversation.
This is a preview of where tech regulation is going—toward greater transparency, accountability, and user protection.
Key executive takeaways
- Regulatory compliance: Apple removed thousands of apps from its EU store to meet Digital Services Act mandates, highlighting the importance of transparency and accountability.
- Trader status requirement: Developers must now verify their contact details, making it essential for businesses to update their information or risk delisting.
- Market trust and accountability: This enforcement builds consumer trust by ensuring that every app lists clear, verified developer details.
- Strategic adaptation: Decision-makers should prioritize compliance processes to maintain market access and avoid disruptions in app availability.
