Apple updates U.S. App Store guidelines to allow external links and alternative payment methods, impacting developers and monetization strategies.
On May 1, 2025, Apple revised its App Store Review Guidelines following a U.S. court ruling on April 30, 2025. This update, limited to the U.S. App Store, adjusts rules around buttons, external links, and calls to action, particularly related to in-app purchases and alternative payment methods.
The ruling likely ties back to legal battles, such as those with Epic Games, over Apple's App Store dominance and its 30% commission on in-app transactions.
The following changes apply only to the U.S. App Store:
Guideline |
Update Details |
3.1.1 |
Apps can now include buttons, external links, or calls to action when browsing others' NFT collections. |
3.1.1(a) |
Buttons and links can be added without specific permissions, streamlining the process. |
3.1.3 |
Apps are no longer barred from encouraging users to use purchase methods other than in-app payments. |
3.1.3(a) |
No external link account permissions are required to include buttons and links. |
These updates allow U.S. developers to direct users to external payment systems more easily, reducing reliance on Apple's in-app purchase framework.
>>> View the App Review Guidelines
This update signals a notable shift in Apple's App Store policies, driven by legal pressures. By relaxing rules on external links and payments, Apple may encourage innovation and competition, benefiting developers and users alike.
However, the U.S.-only scope creates a fragmented policy landscape, requiring developers to tailor strategies by region. This could also set a precedent for other platforms, like Google Play, and reflects the broader tension between platform control and market openness—a dynamic worth watching as regulations evolve.
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