Starting from May 2025, apps listed on the U.S. App Store are now subject to a significant policy change: developers are allowed to direct users to third-party payment websites for transactions within the app, without needing to apply for special permissions. This means developers are no longer required to rely exclusively on Apple’s IAP (In-App Purchase) system and can thus avoid paying the so-called “Apple Tax,” which can be as high as 27%.

This policy specifically applies to the sale of virtual goods and services, such as in-game items, e-books, audio content, online courses, and subscription memberships. For these types of transactions, developers may redirect users to their own websites or other third-party platforms, giving them full control over pricing and payment methods—ultimately boosting profit margins and enhancing user experience.

This move is widely seen as Apple’s response to growing global pressure from antitrust investigations and regulatory scrutiny. It could also signal a broader shift towards more open payment ecosystems in other countries and regions in the future.

What does this mean for merchants?

For businesses with apps on the U.S. App Store, the new policy brings several clear benefits:

1. Higher Profit Margins and More Flexible Pricing

Merchants can bypass Apple’s 12%–27% commission, leading to a healthier revenue structure and significantly improved margins. This is especially impactful for developers whose income relies heavily on digital subscriptions or in-app purchases.

2. Diverse Payment Methods, Lower Transaction Costs

With support for various third-party payment options like credit cards, Apple Pay, Google Pay, etc., users experience smoother payment flows tailored to local preferences—ultimately reducing costs and friction.

3. Greater Price Transparency, Higher Conversion Rates

Users see the actual product price and quantity on the third-party checkout page, avoiding hidden markups or reduced offerings caused by Apple’s commission. This can lead to increased trust, stronger purchase intent, and improved conversion rates.

Key Terms of Apple’s New App Store Policy

This marks a significant shift—especially for content-based apps and subscription-based products—presenting a valuable opportunity to increase revenue and improve user experience.

How Should Merchants Respond to This Policy Change?

1. Assess Whether Your Business Qualifies

First, determine whether your app involves the sale of virtual goods or services (e.g., in-game items, digital content, subscription services). If your core business involves:

•    a. Physical goods (e.g., e-commerce for tangible products)

•    b. Services not used within the app (e.g., mobile phone top-ups)

then this policy will have limited impact on you. Only transactions involving virtual content (even if combined with physical products) are eligible for redirection to third-party payment options; the virtual component still must go through IAP if not redirected.

2. Integrate a Compliant Third-Party Payment Solution

The core update in Apple’s App Store review guidelines is that apps in the U.S. region can now include buttons, external links, or textual prompts within the app that lead users to third-party payment pages, with no need to request additional permissions.

Here’s an example comparing the payment experience before and after the policy shift, using Spotify:

Due to Apple’s restrictions, Spotify did not display a subscription button within it s iPhone app. Users had to visit the website or use a non-Apple device to complete their subscription.

After the policy change:

After the implementation of Apple’s new policy, Spotify now displays a subscription button directly within its iPhone app (see left image). When users click on “Premium,” they are automatically redirected to a browser (see middle image), which opens an external payment page (see right image), allowing them to complete the purchase using various third-party payment methods, including credit cards.

The policy change is only the beginning — for merchants to truly benefit, it’s essential to choose the right tools and ensure proper integration. For those looking to support Apple Pay, Google Pay, or card payments in the U.S. market, integrating through PayerMax not only offers cost advantages but also delivers stronger performance across multiple dimensions:

•    Quick integration, with no need to handle payment configurations or certificates on your own

•    Reduced page redirection, boosting payment conversion rates

•    PayerMax handles ongoing updates and maintenance, easing operational workload

PayerMax supports various integration methods such as full checkout, designated checkout, and Direct API. Checkout interfaces can be customized with the merchant’s branding, logo, and design preferences, making it adaptable for businesses of all sizes and technical capabilities.

Notably, in the past, refunds under Apple’s IAP were fully controlled by Apple, with merchants unable to intervene. Now, with third-party payments, merchants can manage refunds directly, improving customer service efficiency. Combined with PayerMax’s risk control capabilities, this ensures dual protection with “service + risk management.”

3. Monitoring data to optimize user guidance

Third-party payment may introduce a certain bounce rate, so the data analysis tools should be monitored: jump click rate vs. turnover rate page loading speed users stay in the payment page and exit path according to the data to optimize the guidance text, interface location and payment experience, to reduce the loss.

4. Build Web Shop to realize closed-loop conversion and localization breakthroughs.

In addition to accessing the compliant three-party payment within the App, more and more game merchants have begun to lay out the Web Shop, through the construction of an independent recharge station, which not only avoids the platform commission, but also realizes the closed-loop transaction and refined operation.

Web Shop Recharge Station by PayerMax

Web Shop Recharge Station Services by PayerMax: Meeting the Needs of Merchants at Every Stage

Our Advantages:

•    Fast Deployment:

Quickly launch multi-regional sites with support for multiple currencies and diverse payment methods.

•    Efficient Operations:

Boost user payment conversion and ROI through integrated marketing components and payment incentive tools.

•    Deep Localization:

With 16+ global local teams, we understand local user language, payment habits, and channel preferences, enabling merchants to achieve precise targeting and effective conversion.

•    Low Entry Barrier:

Lightweight self-build tools are available, ideal for small to mid-sized teams with limited resources.

Merchants can guide users from in-app interfaces to the web for a seamless closed-loop transaction experience. They are free to build the most suitable business flow tailored to their needs, balancing compliance and user experience. With flexible payment and operational capabilities, PayerMax helps gaming merchants achieve efficient growth with minimal resources.

Looking ahead, the regulatory space for third-party payments continues to expand. Its value to merchants has gone far beyond simply "saving commission fees." From cost control and experience optimization to brand building and user retention, third-party payment solutions are becoming a critical lever for enhancing global competitiveness.

For merchants expanding globally, this is more than just a payment strategy — it's a proactive adaptation to evolving market trends.