According to The Verge, Apple has announced changes to the iOS App Store in Japan to comply with recent legislation, allowing third-party app stores and alternative payment processing. Developers in Japan can now distribute apps on alternative stores, with AltStore PAL expected to launch there before the end of 2025. Apple will collect a 5 percent commission for in-app purchases made through these third-party stores. For apps on the official App Store, developers can use other payment options or link to websites, but Apple will still charge up to 21 percent per in-app transaction and a 15 percent commission for digital goods bought via a website link. The company will also display warnings to users about using third-party stores or payments. Because of these warnings and fees, Epic Games CEO Tim Sweeney confirmed Fortnite won’t be returning to iOS in Japan yet.
Apple Plays the Same Game
So here we go again. Apple’s playbook for Japan looks remarkably similar to its strategy in the European Union under the Digital Markets Act. It’s the same core formula: technically comply with the law by opening the gates, but then line the path with enough fees, warnings, and friction to make the new route deeply unappealing. A 5% commission on third-party store sales might sound low compared to the traditional 30%, but it’s pure profit for Apple on infrastructure it doesn’t have to host or review. And that 21% fee for using a non-Apple payment processor inside an App Store app? That’s the real tell. It’s a clear signal that Apple will fight to extract a toll from every possible transaction, even ones it doesn’t directly handle.
The Warning Label Wars
Now, let’s talk about those user warnings. Tim Sweeney’s reaction says it all. He immediately pointed to them as a reason Fortnite isn’t coming back. And you can see why. If Apple pops up a scary, system-level alert every time you try to buy something outside its walled garden, how many average users will proceed? It’s a brilliant, if cynical, psychological tactic. They’re framing safety and security as exclusive benefits of their own ecosystem. This isn’t just about Japan, either. Similar warnings are a huge point of contention in Apple’s ongoing U.S. legal battle with Epic. It shows Apple sees this as a global line in the sand. Basically, they’re willing to change the rules, but not the narrative that their way is the only safe way.
What This Really Means for Developers
For developers, this creates a messy calculus. Is it worth dealing with the complexity of setting up distribution on a separate store, managing another payment system, and potentially scaring off users with warnings, just to save on commissions? For smaller devs, probably not. The convenience and reach of the main App Store will still win. The real beneficiaries might be huge, entrenched companies like Epic or Microsoft, who have the brand recognition and resources to steer users to their own storefronts and absorb the operational overhead. For everyone else, it’s a headache with marginal benefit. And that’s probably exactly what Apple intended. They’ve created a system that looks open on paper but is designed to maintain the status quo in practice.
The Global Domino Effect
Here’s the thing: Japan isn’t an isolated case. It’s another domino falling. Between the EU, Japan, and the pressure in the U.S., a pattern is undeniable. Regulators worldwide are no longer buying the argument that Apple’s control is solely for user benefit. But Apple’s response is also becoming a pattern: comply minimally, charge creatively, and use every design and psychological tool to keep users inside. The big question is whether regulators will accept this as true compliance or see it as obstruction. If it’s the latter, the next round of laws will have to be even more specific and restrictive. For now, the “open” iOS era is arriving, but it’s coming with a lot of fine print and a not-so-subtle nudge to just stay home.
