Among other new allowances, EU-based app developers can now promote and link to offers for digital goods and services outside their app.

Apple has revamped its app store policies in the European Union with hopes of fending off escalating fines under the 27-nation bloc's digital competition regulations. It's a last-minute bid by the iPhone maker to avoid further charges following a 500 million euro ($585 million) penalty in April.

In a scramble to sidestep penalties that could soar into the billions, and with Brussels regulators watching closely, Apple has agreed to let Europeans download iPhone apps from outside its own App Store.