Apple Just Changed the App Store – Here’s What It Means for Developers

Today marks a major shift in the App Store ecosystem—one that could reshape how developers monetize apps in the U.S.

Apple is now allowing U.S.-based developers to include an external link to their own checkout page on the web for in-app purchases and subscriptions. This is a monumental change because it means developers can bypass Apple’s 30% commission, often referred to as the “Apple Tax,” and keep more of their revenue.

This change didn’t come out of nowhere. It’s the result of the long-running legal battle between Epic Games and Apple, a fight that’s sparked years of scrutiny around Apple’s control over app monetization. After pushback from courts, regulators, and developers alike, this is Apple’s most significant concession to date.

But… Should You Implement This?

What Exactly Do These New App Store Rules Allow?

Here’s a breakdown of what Apple’s new policy means and how developers can take advantage of it:

✅ You Can Now Include an External Link

Developers based in the U.S. are now allowed to include a single link in their app that directs users to an external website for payments. This applies to in-app purchases and subscriptions, and it means you can bypass Apple’s in-app payment system — and its 30% commission.

🛠️ How to Add an External Link Without Getting Rejected

Apple’s guidelines are still strict. You must request StoreKit External Purchase Link Entitlement, and you can’t just drop in a link anywhere. It has to follow Apple’s layout rules, can’t mimic in-app purchases, and must not mislead users. You also need to submit your app for review with this entitlement in place.

💬 Apple Requires Specific Language Next to the Link

Apple mandates clear, Apple-approved language that informs users they are about to leave the App Store ecosystem and that Apple is not responsible for the transaction. This disclosure is non-negotiable and must be placed directly next to the link.

🧠 Best Practices and Strategic Tips

• Make the transition seamless. Use clear design and copy so users feel confident when they click out.
• Build trust. Make sure your web checkout is branded, secure (SSL), and mobile-optimized.
• Explain the benefits. Users may be confused at first — briefly highlight why you’re using your own checkout (e.g., better pricing or more options).
• Track everything. Use UTMs or other analytics to measure how well the external link converts compared to native purchases.

What’s Next? WWDC 2025 Is Around the Corner

With WWDC 2025 just weeks away, I believe this move is part of a broader strategy by Apple. They’re making just enough change to comply with legal rulings—without giving up full control. I’ll be keeping a close eye on what Apple announces next, especially if they roll out new systems to "incentivize" staying within their ecosystem.