The industry reacts to landmark ruling against Apple's App Store payment policy: Part two
Last week, we saw a US court ruling that will allow developers to send users to alternative payment options, sidestepping Apple's commission. Since then, Apple has filed an appeal, and the industry has pondered what these changes could mean.
In the first part of our coverage, we gathered insights from DTC industry leaders and our Mavens on the potential impact of the verdict, and now we're back with a follow-up where more of our Mavens have their say on the verdict.
Katerina Dudinskaya
The Apple vs. Epic ruling is a significant signal for the entire industry: monopolies within ecosystems are no longer seen as untouchable.
While Apple still retains control, the mere fact that alternative distribution and payment methods are being discussed marks a shift.
This is not the end, but the beginning of a transformation of the mobile market toward greater openness and competition.
Paulo Trezentos
The Epic Games v. Apple case marks a pivotal shift for both mobile developers and alternative app marketplaces. By enforcing Apple’s compliance, the court has created a path for US developers to recover billions previously lost to excessive platform fees.
This outcome sends an unmistakable signal: fair competition must be upheld. We commend Epic’s persistence as well as that of the global regulators who have pushed back against entrenched industry practices.
This is a meaningful victory for developers, for innovation, and most importantly, for gamers.
Wenfeng Yang
The Apple/Epic ruling is a clear win for game developers worldwide - even if many are staying quiet for now due to their relationships with Apple.
By allowing external payment links, it gives back the developers’ revenue, improving profit margins and enabling more flexibility in monetisation and user acquisition.
“It’s not the end of platform control, but it signals a shift toward a more open and balanced mobile economy.”Wenfeng Yang
This benefits not just developers, but the entire value chain. Ad platforms gain as developers can afford longer ROI windows.
Third-party payment providers like Xsolla and Stripe are well-positioned to grow. Tools for attribution, CRM, and subscription management - such as AppsFlyer, will see increased demand. Even legal and compliance firms stand to gain as payment flows diversify.
It’s not the end of platform control, but it signals a shift toward a more open and balanced mobile economy.
Kelly Vero
My two cents are that we are watching the end of a very slow car crash, but it is also the beginning of something absolutely horrific for the mobile industry.
Ding dong the witch is dead, but a new witch has to take her place.
Jared Steffes
I never thought I’d see the day when a digital store other than the Apple App Store could provide in-app payment options in the US This ruling opens up a massive market opportunity - something I used to only dream about.
The U.S. mobile app store market makes up an estimated 30-40% of global revenue, with the U.S. The Apple App Store alone accounts for about $34 billion.
“With developers now potentially earning a greater share of revenue, they may reinvest more into tools, services, and non-mobile ad platforms.”Jared Steffes
With developers now potentially earning a greater share of revenue, they may reinvest more into tools, services, and non-mobile ad platforms. That shift could be transformative for the broader app ecosystem.
I expect to see a surge in new loyalty platforms designed to incentivise players to get more value from their purchases. Personally, I enjoy these systems - when I remember to use them - in Android games like Marvel Snap, where the experience is always seamless.
These could resemble systems like Google Play Points, where users earn rewards for playing games, hitting achievements, or making purchases during special campaigns. It’s a chance to gamify spending and engage curious, reward-driven players.
Subscriptions have already proven to be a lucrative model for mobile apps and games. I’ve long been interested in their ability to create predictable, forecastable revenue streams. This change could accelerate the growth and innovation in that space, too.
Elina Arponen
I find this ruling exciting. The game industry really needs new openings for innovation and revenue. Smaller studios need novel ways to get their games discovered and alternative stores may be the key for some.
Also, for players, it's good if you start to get more tailored offerings available. I'm a big believer in the embedded stores that this will also enable to work more freely - i.e. game stores embedded within different applications.
Quentin Staes-Polet
I’m thrilled by Epic’s court victory against Apple. As a former Epic Games team member, I know how much sweat and resources Tim and the team have put into this fight.
Breaking down platform monopolies opens the door to real competition, fairer pricing, cross-play, and bold innovation in business models and discovery.
Epic’s win is a win for the entire industry: players, developers, and publishers alike. I, for one, am grateful they chose to take a stand.
Marca Wosoba
This is a huge win for the gaming industry, as well as the wider app ecosystem. Apple simply cannot continue with its monopolistic practices. The new rulings are a welcome sign, as they give us faith that Apple will actually comply this time.
“This opens the door for innovation within the thus-far overly monopolised space of in-game commerce.”Marca Wosoba
This opens the door for innovation within the thus-far overly monopolised space of in-game commerce. There is huge potential for creating added value for both developers and consumers with more modern implementations of payments within games and apps.
With this ruling, innovators will bring more disruptive solutions to the market and provide real change to the mobile games industry.
Andrew Wailes
Apple is obviously an amazing company. By design, they have created a huge moat with challenges for all other developers of software and hardware. This is what the DMA is looking to disrupt.
This is clearly a landmark decision by the EU to defend its position: Apple needs to open up their ecosystems to give other businesses, and in turn users, more options.
Is this "right" or "fair"? I think the answer to that depends on if you're Apple, a business looking to benefit, or a user. It's complicated for sure, but the EU has made their position clear.
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