Apple Changes App Store Rules to Allow External Purchases

Apple Changes App Store Rules to Allow External Purchases

In a significant policy shift, Apple has announced changes to its App Store rules that now allow developers to link to external purchasing systems. This move marks a departure from the company's longstanding policy of requiring all digital goods and services to be purchased through Apple's in-app payment system, which incurs a commission fee of up to 30%. The new rule aims to provide greater flexibility for developers and comes after increasing global pressure from regulators and legal battles over Apple’s control of its ecosystem.

This change is particularly relevant to developers offering content subscriptions and digital services. Under the updated guidelines, apps can now include a link to an external website where users can complete purchases. While the in-app experience still needs to inform users about the risks of leaving Apple’s ecosystem for payments, the option itself is a notable opening in Apple’s previously closed ecosystem. Apple has also issued design and security guidelines to ensure a safe user experience during this transition.

Regulators across the world, including the European Union and South Korea, have criticized Apple’s App Store policies for limiting competition and consumer choice. Legal challenges, such as the ongoing case with Epic Games, have also played a major role in pushing Apple toward this decision. The policy update appears to be a strategic response to increasing legal scrutiny and antitrust investigations.

While this move is a positive step for developers seeking more control over their revenue, it still comes with conditions. Apple requires that developers apply for “entitlement” to use external payment links, and the company maintains oversight over the implementation. It’s not a full opening of the App Store, but a calibrated easing of restrictions.

Overall, Apple’s decision to allow external purchases is a meaningful, if cautious, change that signals evolving dynamics in the app ecosystem. It remains to be seen how developers and regulators will respond in the months ahead.