Apple Just Lost Its Lock on App Store Payments—What’s Next?
For more than a decade Apple’s in‑app purchase (IAP) rules banned price talk, blocked outside links, and took up to 30% of every sale. A federal court order issued in May 2025 changes everything—at least on the U.S. App Store:
- One link allowed. Any paid iOS app may embed a single web‑checkout button.
- No Apple “work‑around” fee. The 27 % surcharge is gone.
- No scare screens. Apple may show only a neutral “Leaving the app” notice.
- Clear price talk is legal. You can finally mention cheaper off‑app options.
That freedom is real money—but it also shifts a stack of invisible work from Cupertino to you.
This playbook gives founders, product managers and app marketers one concise guide: what changed, what you gain, what you now own, and how to deploy without turning Apple’s fee into a new set of fines and fraud losses.
👇 Prefer to watch instead of read? Here’s our 5-minute video walkthrough of Apple’s new external payment rules:
Table of Contents
What Is Apple’s New External Payment Rule?
- Apple updated its guidelines, where it now allows U.S. apps to link users to a developer‑owned checkout page for digital goods—no entitlement, no Apple cut.
- The StoreKit External Purchase Link Entitlement becomes optional in the U.S.; you still need it everywhere else.
- Apple must stick to a neutral redirect notice—no friction screens or extra log‑ins.
One‑link rule remains: multiple CTAs or promotional banners still risk rejection.
Who Benefits More With Apple’s New External Payment?
| App Type | Benefit | Example |
|---|---|---|
| Streaming Media | More margin on recurring subs | Spotify shows “Subscribe on web” button |
| SaaS Productivity | Volume discounts & invoices | Notion could route Pro upgrades via Stripe |
| Fitness / Wellness | Promo codes & bundles | Yoga app sells course packs online |
| Dating / Marketplaces | Local payment methods | Dutch dating apps use iDEAL checkout |
Why It Matters for iOS Apps: Revenue, Product, and Growth
- Margin & cash flow. A $10 subscription that netted $7.00 after Apple’s fee now delivers about $9.40 through Stripe or $9.30 through a Merchant of Record (MoR). Weekly processor payouts arrive weeks before Apple would release the same cash.
- Pricing freedom. Coupon codes, weekend flash sales, and web‑only annual plans are finally on the table—no App‑Store tier limits.
- Data ownership. Web checkout collects email, attribution tags, and campaign IDs Apple never shares, letting you model LTV and ROAS with real numbers.
New Responsibilities Apple Used to Cover (that iOS App Teams Can Take Over)
Apple previously handled the behind-the-scenes payment operations. With web checkout, these responsibilities – and their associated risks – now fall on the developers.
Growth Plays for iOS Apps Using External Payments
With the rule change you can rethink pricing, funnel design, and cash‑flow strategy. Test these high‑impact tactics first:
- Move high‑intent moments to web. Trial paywalls, cancel save‑screens, and plan‑upgrade dialogs hold the richest margin.
- Experiment with flexible pricing. Pass part of the savings to users while still out‑earning the old model.
- Boost retention. Web buyers often churn less – especially when you can run reminder emails.
- Create a cash‑flow flywheel. Weekly payouts fund ad bursts long before Apple would release the funds.
Decision Matrix: Choosing the Right iOS Payment Path
| Region / Model | Apple Fee Structure* | Pros | Cons | When It Makes Sense |
|---|---|---|---|---|
| Standard IAP | 30 % on digital goods (15 % after 1 yr subs) | Turn‑key, Apple handles fraud | Highest commission, no billing data | Small teams prioritising simplicity |
| External Purchase EU | 20 % service + 5 % acquisition | Keep 75 % gross; own data | Entitlement, disclosure sheet, 25 % fee | Apps with solid margin & legal cover |
| External Purchase U.S. | 0 % (court‑ordered) | Full margin; no entitlement | Policy under appeal | Price‑sensitive markets; fast A/B tests |
| Alternative Store / Sideload (EU) | 0 % to Apple | Complete control | High engineering lift; trust issues | Large publishers with own commerce |
*Fees current May 6 2025.
Common Apple External Payment Mistakes to Avoid
Early adopters can stumble when they focus on fee savings alone. Avoid these common traps:
- Treating sales tax as “next quarter’s problem.”
- Launching without velocity rules – fraud bots test thousands of cards in minutes.
- Forgetting the redirect drop‑off. Apple’s neutral notice still trims 8–12 % of clicks; optimize copy and page speed.
Breaking the attribution chain. Pipe web receipts back to your MMP or RevenueCat so LTV and ROAS stay accurate.
A/B Testing: iOS External Payment Links Experiment Idea
Begin with a dual‑path launch: keep IAP, add one web‑checkout button for U.S. users, and split traffic evenly for a full billing cycle. Measure click‑through, web checkout conversion, refunds, and net revenue per install. If the web flow wins—as most early data suggests—scale to 100 % of U.S. traffic, layer in PayPal/Venmo, and schedule your first automated tax filings.
If an appellate court pauses the ruling, a single feature flag lets you revert to Apple‑only payments in minutes.
Reality Check: Highlights from RevenueCat’s “Pros, Cons, Gotchas”
Nathan Hudson’s deep‑dive on RevenueCat adds nuance to the hype:
- Hidden costs are real—fraud, chargebacks, and tax tools can bite 5‑8 % of revenue.
- Conversion dip is normal—expect lower CVR until redirect copy and page speed are optimised.
- Cash‑flow speed fuels growth—weekly payouts recycle into ads rapidly.
- User segments differ—some prefer card entry, others Venmo; personalise payment options.
- A/B testing is mandatory—let data, not enthusiasm, decide when to scale.
Blend Hudson’s caution with this playbook: model costs honestly, run a controlled experiment, then scale only if net revenue beats IAP after all expenses.
Own Your iOS Payment Funnel
You’re no longer confined to Apple‑only lanes. With one smartly placed link you can offer lower prices, faster payouts, and richer data—so long as you keep the background jobs (tax, fraud, support) humming.
Treat external payments like any other product feature: launch small, watch the metrics, iterate fast, and let users decide what feels best. Nail that balance and you’ll bank the savings while giving customers the seamless checkout they deserve.
Need a shortcut? OpenForge models ROI, payment integrations, and A/B‑tests paywalls—without risking App Review rejection.
How OpenForge Helps You Capitalize on the Ruling
Technology Assessment – We audit your app in a week and show exactly where a web‑checkout link fits—no guesswork.
Digital Transformation Roadmap – A simple, quarter‑by‑quarter plan that ties product, growth, and revenue targets to the new rule.
Architecture Planning – Clear diagrams of a secure, scalable payment flow you can hand straight to engineering.
App‑Marketing & ASO Strategy – Messaging, store‑listing tweaks, and promo ideas that turn the 0 % Apple fee into higher installs and LTV.
UX & UI Optimization – Fast mock‑ups of a friction‑free redirect and checkout so your margin boost doesn’t get lost in drop‑offs.
Curious what this looks like in practice? Book a free 30‑minute call and we’ll walk through a consultation tailored to your app’s stack and revenue goals.
Frequently Asked Questions
No, current fee is 0 %, though Apple is appealing.
You may state factual prices, but Apple forbids wording that explicitly steers users away from IAP.
So yes, Apple now allows clear price disclosures. Just make sure the prices are accurate and not misleading.
Yes. The zero‑fee, one‑link freedom applies only to the U.S. storefront. Apps in other regions must keep IAP or use Apple’s external‑link entitlement where available.
Reader apps still need Apple’s External Link Account Entitlement outside the U.S. They may be exempt from IAP only if Apple explicitly approves.
NFT purchases can use an external link only on the U.S. storefront and only if owning the NFT does not unlock in‑app features.
You do. Set up a self‑serve portal or support workflow; Apple will not mediate.
Use UTM parameters plus a user token so you can tie web receipts back to in‑app behaviour and marketing spend.
Mac App Store already permits alternative plug‑ins and payment flows; the new ruling mainly impacts iOS/iPadOS.
