UK Marketing Apple's App Store Review Guidelines Update (May 2025)

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.

Specific Updates to Guidelines

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

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

Impact on Developers

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

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

• Uncertainty Ahead: With Apple appealing the ruling, developers should monitor potential policy shifts.

Comparison with Other Regions

• U.S. Exclusivity: These changes are currently limited to the U.S. App Store. Other regions, like the EU and Asia, retain the original restrictions.

• Future Prospects: Global expansion of these updates is uncertain and may hinge on similar legal or regulatory developments elsewhere.

Editor's Comment

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.