The landscape of the App Store in the United States has undergone a significant shift following a recent court order compelling Apple to dismantle barriers to external links and purchases within apps. In a move reflecting this ruling, while simultaneously signaling its intent to appeal, Apple has updated its App Store guidelines.
This development comes on the heels of a challenging period for the tech giant, marked by analyst scrutiny of earnings and a decisive legal pronouncement from Judge Yvonne Gonzalez Rogers, who deemed Apple’s restrictions on external purchase options a deliberate violation of an existing injunction. Adding fuel to the fire, Epic Games has publicly celebrated the ruling, even offering guidance to others on circumventing Apple’s commission structure.
The revised guidelines, initially brought to light by 9to5Mac, now feature adjusted language concerning external payments and the inclusion of links. While Apple has communicated its commitment to adhering to the court’s order during the appeal process, an email dispatched to developers confirms these immediate changes. Notably, this update appears to stand in contrast to a recent peace overture from the CEO of Epic Games.
The updated App Review Guidelines explicitly state their purpose: to ensure compliance with a United States court decision regarding the implementation of buttons, external links, and other calls to action within applications. These modifications specifically apply to apps distributed through the United States storefront of the App Store.
The immediate impact of this policy change is already evident, with numerous apps submitting updates designed to bypass Apple’s proprietary in-app purchase system. Companies such as Spotify and Patreon have swiftly capitalized on this opportunity, integrating visible pricing information and external links directly within their apps.
Apple’s prior reluctance to permit external links that circumvent its commission fees stemmed from concerns about potential revenue loss. This very stance was central to Judge Gonzalez Rogers’ 80-page ruling, where she concluded that “Cook chose wrong.” The updated sections of the App Store rules now explicitly mention the United States, carving out exceptions to previous restrictions.
For instance, while the general guideline 3.1.1 previously prohibited buttons, external links, or other calls to action directing customers to external purchasing mechanisms, an added subsection, 3.1.1(a), now clarifies that these restrictions do not apply to apps on the United States storefront. Similarly, rule 3.1.3, which generally discouraged in-app promotion of alternative purchase methods, now includes an exception for apps within the US App Store. The “Reader” Apps provision, 3.1.3(a), also reflects this new allowance for external links and calls to action within US storefront apps.
The future trajectory of Apple’s appeal remains uncertain. Given the interconnectedness of global App Store regulations with the company’s operational framework in the United States, the requirements established by this ruling could potentially become the standard on a worldwide scale.
