Apple’s 2025 App Store Updated Policy: Everything You Need to Know

2025 marks the year Apple introduced one of the most significant updated App Store policy in recent history. While some changes were aimed at making the App Store more trustworthy, others stemmed from increasing regulatory pressure. The past few years saw the U.S. Department of Justice (DOJ) lawsuit and the EU’s enforcement of the DMA, forcing Apple to loosen its once tightly controlled ecosystem. 
 
Significant changes, such as new payment rules in the U.S. and sweeping reforms in the EU, reshape how developers operate and how users experience apps. Here’s a deep dive into everything that’s changed, what it means for you, and how to stay ahead of the curve.

What’s New in the App Store Policy?

Starting May 1, 2025, Apple updated its App Store guidelines to comply with the regulatory pressure, most of which is due to the U.S. court ruling in the Epic Games v. Apple case. Here’s what changed: 

Third-Party Payment Systems

• U.S. app developers are now allowed to include buttons, links, or calls-to-action to direct users to external payment websites. 
• U.S.-based apps no longer require the previously required External Link Account entitlement. 
• Cupertino tech giant has also let go of the ‘warning screen,’ also dubbed ‘scare screens,’ that used to appear whenever an iOS app included a link to an external web-based payment system, marking the external checkout as less secure.

Changes to In-App Purchase Rules

Apple rolled out some major structural changes to its in-app purchase rules to comply with the European Union’s Digital Markets Act.

• Developers can promote and link to external purchase options, even from within their apps.
• A maximum fee of 20% will apply via a mix of service, acquisition, and technology fees. Per-install fees are gone.
• Two payment tiers are available:
  • Tier 1 (basic features): 5% of app revenue
  • Tier 2 (full features): 13% (or 10% for Small Business Program participants)
• Separate acquisition and technology fees apply, but the overall maximum is capped.

Starting January 1, 2026, Apple will completely phase out the Core Technology Fee and transition fully to the proposed sales-based commissions.

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App Sideloading in the EU

For the first time, users in the European Union can sideload apps from alternative app marketplaces or developer websites on their iPhones running iOS 18.6 or later. While this is currently limited to the EU, it definitely sets a precedent for further expansion in the U.S and other regions in the future.

Updated Review & Transparency Guidelines

Apple now demands stricter transparency in how developers disclose user data handling, fees, and app content. While the review process is now more streamlined, compliance checks are more rigorous, primarily concerning privacy and security.

Furthermore, Apple has also let go of the older 4+ and 9+ age rating structure for a more granular age rating structure (13+, 16+, 18+). Starting January 31, 2026, app developers must complete a new age-rating questionnaire covering content and app features if they want to submit a new app to the App Store.

Fortunately, existing apps have been automatically re-rated, with developers able to adjust ratings upward if needed.

Regional Differences

Not all the App Store policy changes we discussed above apply to all regions; some apply just to the U.S., some only to the EU, and only a few apply globally.

• EU: The most radical changes, such as sideloading and third-party payments, currently apply only to the EU to meet the demands of the DMA.
• U.S.: As of now, only external payments are allowed, but pressure from lawmakers and court decisions may spur similar adjustments like the EU.
• Global: Nothing major, but security and receipt-signing changes apply to all developers.

Impact on Developers

On one hand, these changes in Apple’s App Store policy open doors for new opportunities, but also add new responsibilities.

• Small developers, especially in the EU, have new revenue opportunities as they can benefit from external billing and lower commission.
•  Developers now have the choice between Apple’s payment system and their own checkout flow in the U.S. and EU.
• Developers can experiment with new pricing strategies, bundling, or direct subscription discounts outside the App Store.
• More freedom is coupled with new demands. Thus, EU developers must register trader status, comply with the DMA, and manage complex fee structures.

Impact on iPhone and iPad Users

With these updated App Store policies, iPhone and iPad, especially in the EU region, can enjoy greater app usage and payment flexibility:

• Access to More Apps & Services: EU users can now install apps that are not available on the official App Store for various reasons from third-party app stores or websites.
• App Payment Changes: Depending on their region, users can choose between the Apple-owned IAP and other payment systems. This gives users more flexibility and transparency in comparing pricing, spot fees, and subscriptions.
• Better transparency: Clearer purchase disclosures and external billing labels mean fewer surprises.
• Security Considerations: While sideloading and third-party payment systems increase openness, they can lead to malware or privacy breaches. Apple will balance this out with new security checks and user warnings, but the final choice remains in the user’s hands.

Why Did Apple Update Its App Store Policy?

To be clear, Apple did not introduce a majority of the discussed changes on its own will; instead, the driving forces were regulatory pressure, legal rulings, developer and consumer pressure.

• The most significant changes to the App Store policy are subject to the European Union’s Digital Markets Act, growing legal action in the U.S. (DOJ antitrust suit), and global demand for more competition on iOS.
• While the chances of this happening are slim, it could be that years of criticism from developers over high commissions prompted Apple to loosen restrictions and propose more competitive terms.
• It’s possible that Apple made a few changes to keep up with the competition, as Google’s Play Store is already experimenting with third-party billing in certain markets.

Criticism and Support: Industry Reaction So Far

While small independent developers have gladly welcomed the reductions and flexibility, large studios are cautiously optimistic but cite increased complexity.

Most large developers have also expressed their displeasure by raising concerns about Apple’s retained gatekeeping and practical limitations on sideloading.

Apart from app developers, industry analysts have also expressed mixed reactions over the matter. While some have applauded these changes as “reluctant but necessary,” some worry that Apple still holds too much power through technical and security requirements imposed on rivals.

What to Expect Going Forward

As antitrust scrutiny grows, which is a sure thing given the current scenario, Apple might need to extend the current region-specific App Store rules, such as alternative payment and app access options, to more regions in the near future.

The global rollout of these changes depends on whether Apple is willing to do so or if other regions adopt similar regulations, pushing Apple toward a more open ecosystem.

The Future of the App Store Starts Here…

The 2025 Apple App Store policy overhaul represents a turning point in the iOS ecosystem for both developers and users alike. Developers can rethink monetization strategies and distribution channels, and users can enjoy apps available outside the App Store.

What’s your take on Apple’s new App Store policies and age ratings? Share your opinion in the comments below.