A landmark ruling has just shaken up the mobile app industry, and if you’re a developer, brand, or app marketer, this is big news.
In the latest development of Epic Games v. Apple, US District Judge Yvonne Gonzalez Rogers ruled that Apple can no longer charge fees or place restrictions on developers that direct users to make purchases outside of their apps. The ruling also refers Apple to the US Attorney for possible criminal contempt, following Apple’s attempt to impose a 27% commission on off-app purchases, despite a previous court order against it.
What does this mean in practice, and why should app-first businesses be paying close attention?
A quick recap
The ruling makes several key changes, effective immediately:
- Apple cannot charge commissions on purchases made outside of the App Store
- Developers are free to use links, buttons, or calls to action to direct users to external payment options
- Apple cannot restrict the design or language used in those links
- Messages warning users about leaving the app must be neutral, not discouraging
Apple has said it will comply with the ruling, for now, but is planning to appeal.
What this means for brands and developers
1. No more “Apple Tax” on external payments
Apple’s 30% cut of in-app purchases, and the 27% workaround, has long been a pain point. This ruling allows developers to drive purchases off-platform without giving up a large slice of their revenue. That means higher margins, more flexibility, and greater pricing power for brands.
However, it’s worth nothing that Apple may look to recover lost revenue through alternative monetisation models, such as charging higher fees to list or maintain an app in the App Store or introducing new policies around platform access.
2. Freedom to design better user flows
Developers can now create frictionless, on-brand journeys to external checkout pages. No more clunky workarounds or buried links, expect to see more intuitive, high-converting flows that improve both user experience and revenue.
3. Greater control over monetisation
Brands can now build direct relationships with users outside of the App Store ecosystem, opening up new options for subscriptions, memberships, or even product sales. This is particularly valuable for high-LTV or recurring revenue models.
What it means for the industry
- Legal precedent: The strong language in the ruling, and the referral for potential criminal contempt, sets a clear signal to Big Tech that non-compliance won’t be tolerated.
- More pressure on other platforms: Google Play is already under similar scrutiny. This ruling could be the tipping point for broader industry reform.
- More leverage for developers: Especially those with loyal users and strong communities, who now have the option to move engagement (and revenue) off-platform
What’s next?
Apple will appeal, so the long-term outcome is still unfolding. But in the short term, the door is open. Developers and marketers now have more freedom to optimise revenue strategies, drive off-app purchases, and build stronger direct user relationships.
For brands that have hesitated to fully lean into in-app monetisation, this ruling could change everything.
We’ll be keeping a close eye on what this means for ASO, paid campaigns, and mobile growth strategies. Want to chat through how this might impact your app? Get in touch with our team.
