Outside the App Store, danger lurks — or so Apple wants you to believe 💰

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Apple’s ongoing tussle with the European Commission over in-app payments just escalated. Under the EU’s new Digital Markets Act (DMA), developers are theoretically allowed to use alternative payment systems outside Apple’s own. But in practice, the tech giant seems determined to make that route as unappealing as possible.

Billions on the line 💸

Apple has a lot riding on its cut from in-app purchases, which ranges from 15% to 30%. This “digital tithe” generated an estimated $10 billion in 2024 alone. With stakes that high, it’s no surprise the company is fighting tooth and nail to protect its App Store revenue model.

The official pitch? A seamless, secure user experience. Apple handles the payments, resolves disputes, and claims to safeguard users’ financial data. But this setup also ensures that every transaction stays inside Apple’s walled garden — and subject to its lucrative commission.

Warning screens that plant doubt ⚠️

Starting in March 2024, Apple began displaying warning messages in the App Store for apps that offer external payment options. The alerts tell users that the app doesn’t support Apple’s “secure” payment system and that they’ll have to share their financial details with a third party. A link leads to a cautionary page where Apple distances itself from any liability.

Critics — including developers and digital rights advocates — say the warnings are designed to scare users. By suggesting that alternative payment methods are inherently unsafe, Apple positions its own system as the only trustworthy option. But online shopping is second nature for most people today. Millions of users regularly buy from Amazon, book hotels, or subscribe to Netflix and Spotify — all outside the App Store, with no disaster in sight.

Online payments are already secure 🔐

Modern online payments rely on industry-standard protocols like HTTPS, 3D Secure, and bank-level authorizations. In the EU, GDPR adds an extra layer of accountability when it comes to handling personal data. Realistically, paying through a secure browser is just as safe as paying in an app — as long as users stay cautious.

Apple’s messaging implies otherwise. It paints third-party platforms as risky, even though users make such transactions every day without Apple’s involvement — or incident. It’s a framing that suggests Apple alone can ensure digital safety, despite not being the only, or even the most critical, safeguard in the chain.

Brussels pushes back 🏛️

The European Commission has taken notice — and action. In early 2025, it fined Apple €500 million for obstructing the implementation of the DMA, which aims to level the playing field between Big Tech and smaller players. The law explicitly allows developers to use alternative payment systems, but few have made the switch.

Why? The barriers Apple has put in place — added fees, compliance hurdles, and the ominous alerts — have discouraged adoption. While Apple did tone down the language in its warning screens, the core message remains: proceed at your own risk.

A closed system in an open world 🔄

Apple’s vertically integrated ecosystem offers a smooth experience, especially for users who value simplicity. But in a digital world that thrives on interoperability and choice, trying to control every payment feels increasingly out of step.

So what’s the real motive? Is Apple protecting users, or protecting a revenue stream? The answer leans toward the latter — and regulators in Brussels don’t seem ready to back off anytime soon.

👉🏾 What do you think: is Apple genuinely looking out for users — or just defending its payment monopoly?