Apple’s App Store Review Guidelines Update (May 2025)

On 1 May 2025, Apple revised its App Store Review Guidelines following a U.S. court ruling on 30 April 2025. This update, limited to the U.S. App Store, adjusts rules concerning buttons, external links, and calls to action, particularly relating to in-app purchases and alternative payment methods.

The ruling likely stems from legal disputes, such as those with Epic Games, regarding Apple's App Store dominance and its 30% commission on in-app transactions.

Specific Updates to the Guidelines

The following changes apply solely to the U.S. App Store:

These updates enable 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

Impact on Developers

• Monetisation Benefits: U.S. developers can now link to external websites for direct purchases, potentially avoiding Apple’s 30% commission. This is particularly advantageous for digital goods or subscriptions.

• Regional Limitations: Developers outside the U.S. must still comply with the original, stricter guidelines, which may complicate global app strategies.

• Uncertainty Ahead: As Apple appeals the ruling, developers should closely monitor potential policy changes.

Comparison with Other Regions

• U.S. Exclusivity: These changes are currently confined to the U.S. App Store. Other regions, such as the EU and Asia, continue to observe the original restrictions.

• Future Prospects: The global expansion of these updates remains uncertain and may depend on similar legal or regulatory developments elsewhere.

Editor’s Comment

This update marks a notable shift in Apple’s App Store policies, prompted by legal pressures. By easing restrictions on external links and payment options, Apple may encourage innovation and competition, benefiting developers and users alike.

However, the U.S.-only scope results in a fragmented policy landscape, requiring developers to tailor strategies by region. This could also set a precedent for other platforms, such as Google Play, and reflects the broader tension between platform control and market openness — a dynamic worth observing as regulations continue to evolve.