Redefining App store practices

Chris Hewish at Xsolla explains that the Epic v Apple case will redefine app store practices - far beyond gaming

 

When Epic Games took on Apple over its App Store policies, it wasn’t just fighting for cheaper V-Bucks in Fortnite. It was challenging a business model that governs how hundreds of thousands of apps, from streaming services to fitness platforms, from news apps to productivity tools, interact with their users and earn revenue. The final outcome of this case, after years of litigation and a Supreme Court refusal to intervene, now stands to redefine the standards and best practices for mobile apps across industries.

 

At the centre of the dispute was Apple’s long standing rule that all digital purchases within iOS apps must use Apple’s payment system - one that comes with a commission of up to 30%. However, now developers have the option to inform users about cheaper options elsewhere. 

 

The court upheld a crucial ruling: Apple must allow app developers to include links to external payment systems. This decision has created a crack in the wall that’s prompting a significant shift in how app-based businesses operate.

 

 

Developers gain new leverage

This decision has far-reaching implications for app makers beyond the video game industry. Developers of music and video streaming services, dating apps, cloud storage platforms, subscription newsletters, and more now have greater freedom to build direct relationships with their users.

 

Under the old regime, if a company like Spotify wanted to offer a premium subscription, it either had to inflate the price to account for Apple’s cut or push users to sign up through a desktop browser. This approach added friction and lost conversions. Now, companies in the U.S. of which this ruling currently applies, means that they can now add a link inside the app that directs users to pay directly through their website, with no middleman. 

 

This shift will likely lead to two best practice changes: first, more businesses will optimise web shops for mobile to handle these redirected purchases smoothly; second, we’ll see increasing experimentation with pricing, bundling, and promotional models outside the App Store’s constraints. 

 

 

Rethinking revenue models

In the new landscape, many developers will take cues from the video game industry, which has long used web shops to retain more revenue, but adapt them for their verticals. News publishers might offer subscriber perks only through their websites. Meditation or productivity apps could bundle and sell access at a lower rate outside the App Store. Fitness platforms might create loyalty programmes that are only available via direct purchase.

 

This rethinking of monetisation isn’t just about cost-cutting, it’s about regaining control. Developers now have the opportunity to own the entire customer journey, including payment processing, user data, communication, and upsells. That level of autonomy is something new for developers, that will open up more possibilities. 

 

 

Transparency and trust become competitive advantages

As apps begin steering users to external payment portals, best practices will evolve around transparency and user experience. Developers who are clear about why they’re offering discounts outside the app - and who can reassure users about the safety and ease of those transactions - will have an advantage. 

 

This will also create a fresh opportunity to educate users about the economics of app ecosystems. Much like Epic did with its in-game messaging about Apple’s fees, we may see a wave of app makers explaining why direct payment supports better pricing and more innovation. Trust, design, and clarity will all become vital components of implementing these practices.

 

 

A broader push for app store reform

The Epic ruling also contributes momentum to the broader regulatory pressure Apple and Google face worldwide. The Digital Markets Act (DMA) is already forcing changes in Europe, including allowing third-party app stores and sideloading. In the U.S., similar proposals have gained traction in Congress.

 

This means one thing for developers: it’s time to prepare for a world where closed ecosystems are no longer the only game in town. Tomorrow’s best practices will involve more diversified distribution, hybrid monetisation strategies, and reduced reliance on any single gatekeeper.

 

 

Beyond gaming: a blueprint for all app categories

While Epic’s battle began with a video game, the fallout affects every category of app. Productivity tools could soon streamline user onboarding and payment flows. Educational apps could offer lower-cost direct subscriptions to schools. Streaming services might offer richer bundles or add-on features exclusively through their checkout.

 

The video game industry was the first to push back, mainly because its revenue model heavily depends on ongoing microtransactions. However, other sectors are quickly realising that the same dynamics apply. The court ruling has, in effect, created a blueprint for challenging- and adapting to - the dominance of platform-controlled payment systems.

 

 

The next chapter of the mobile app economy

Epic v Apple has ushered in a pivotal shift. It won’t dismantle the App Store overnight but cracks the door to a more open, developer-driven mobile economy. The consequences will reach far beyond gaming, touching every app that has ever struggled with platform restrictions, excessive fees, or opaque guidelines.

 

Best practices will evolve toward openness, transparency, and direct engagement in the years to come. Developers who act early - building seamless web shops, offering flexible pricing, and educating their users - will set the new standard. The walled gardens may not have fallen, but the gates are starting to open.

 

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Chris Hewish is Chief Strategy and Communications Officer at Xsolla. Disclaimer: This content is for informational purposes only and does not constitute legal advice

 

Main image courtesy of iStockPhoto.com and bedo