In a significant shift, Apple has updated its U.S. App Store rules to allow developers to direct users to external payment platforms, marking a pivotal response to its protracted legal battle with Fortnite maker Epic Games. The changes, announced Wednesday, come weeks after a federal court upheld a 2023 ruling that found Apple’s in-app purchase (IAP) system stifled competition by prohibiting app-makers from steering users to alternative payment methods.
A Legal Reckoning
The dispute traces back to 2020, when Epic Games sued Apple over its App Store policies, arguing that the tech giant’s 15–30% commission on digital purchases and its strict ban on external payment links constituted monopolistic practices. While Apple largely prevailed in the initial trial, a Ninth Circuit Court of Appeals ruling last year mandated that Apple must permit developers to include “buttons, links, or other calls to action” directing users to payment options outside the App Store.
What’s Changing
Under the revised guidelines, U.S. developers can now apply for Apple’s newly introduced StoreKit External Purchase Link entitlement, which grants apps the ability to include links or buttons redirecting users to their own websites for transactions. However, Apple will still impose a 12–27% commission on qualifying purchases made through these external channels—slightly lower than its standard IAP fees but a figure critics argue undermines the court’s intent.
Apps using external links must also display Apple-mandated warnings, such as a pop-up stating, “Apple is not responsible for the privacy or security of purchases made on the web.” The updates are detailed in Apple’s revised App Store Review Guidelines, which now permit developers to communicate alternative payment methods via email or other user-agreed channels.
Mixed Reactions
Epic Games CEO Tim Sweeney swiftly criticized the changes, calling Apple’s compliance “a sham” in a social media post. “A 27% tax on web purchases replicates Apple’s anticompetitive fees and leaves developers no real choice,” he argued. Meanwhile, smaller developers have cautiously welcomed the flexibility, though many remain skeptical of Apple’s commission structure.
Apple’s Stance
In a statement addressing the updates, Apple defended its approach, emphasizing that the revised rules “balance developer flexibility with our commitment to user safety and platform integrity.” The company also highlighted new anti-fraud measures for external transactions, including app-specific “entitlements” to minimize malicious redirects.
What’s Next
The changes, effective immediately for U.S. apps, could reshape the App Store’s $1 trillion economy, though legal challenges loom. Epic has signaled plans to contest Apple’s compliance in court, ensuring the saga is far from over. For now, developers must weigh the costs and risks of embracing external payments—a move that could chip away at Apple’s “walled garden” but comes with strings attached.
As the dust settles, one thing is clear: the battle over app store monopolies has entered a new chapter, with regulators and rivals worldwide watching closely.