Apple has started Open the iOS ecosystem to third-party app stores in JapanThis move marks one of the most profound shifts in the company's platform strategy since the iPhone launch. The decision stems not from a voluntary change, but from the obligation to comply with new Japanese digital competition legislation that, in practice, places the Asian country in a position very similar to that of the European Union.
For users and developers in Europe, and especially in Spain, what is happening in Japan is perceived as a parallel regulatory laboratory This confirms a trend: the single, completely closed store model is beginning to lose ground in developed markets. In return, the environment is becoming more complex, with more distribution and payment options, but also with new security risks, malware, and fraud that Apple claims to want to contain.
The Japanese law that forces iOS to open up
The turning point is the Japan's Mobile Software Competition Act, known as the Mobile Software Competition Act (MSCA). This recently enacted law prevents giants like Apple and Alphabet (Google) from blocking access to alternative app stores and third-party payment methods within their mobile platforms, with the intention of avoiding dominant positions that are difficult to correct later.
The Japanese Fair Trade Commission has taken as a direct reference the European regulation of digital markets, in particular the Digital Markets Act (DMA) and the Digital Services Act (DSA). Thanks to this approach, Japan becomes the second largest region in the world, alongside the EU, in which Apple is obligated to allow third-party app marketplaces within iOS and accept payment gateways alternative to the company's integrated system.
Apple maintains that it has worked “side by side” with Japanese regulators to design a model that, on paper, Promote competition without sacrificing security or privacyThe company itself, however, insists that opening the platform opens new avenues for threats such as malware, fraud, scams, or exposure to inappropriate content, a debate that has been very present in Europe since the DMA began to be applied.
In addition to allowing alternative stores and new payment methods, the MSCA mandates the introduction of new payment methods in iOS. selection screens and changes to default valuesso that Safari, certain search engines, and other native services don't always have an advantage in the initial device setup.
Third-party app stores: how they will work on iOS in Japan
With the new Japanese framework, developers operating in Japan will be able to create and manage your own app marketplaces within iOSThese third-party stores must be authorized by Apple and meet a series of technical, security, and age rating requirements, but they gain the ability to distribute apps directly to users of iPhones and other Apple devices in the country.
This is not an unconditional opening. Apple retains the right to approve or block alternative marketplaces and establishes that those responsible for these platforms will have to respect specific rules, including the obligation to apply age classifications and controls aimed at minorsHowever, apps downloaded outside the App Store will not undergo the same rigorous review process as apps on the official storefront.
To try to contain the risks associated with this liberalization, the company introduces the Mandatory notarization for all iOS appsregardless of its distribution channel. This system combines automated analysis with basic human verification to ensure that the app does what it promises, that it does not include known malware or other serious threats to the user, and that respects minimum operating guarantees.
Apple acknowledges that Notarization is less rigorous than traditional App Review This is applied in the App Store, where aspects of content, privacy, and compliance with the platform's internal rules are also examined. However, it is presented as the essential "minimum standard" to allow the entry of third-party software without iOS ceasing to be a relatively controlled environment.
In parallel, the company has published New documentation for developers On its support page, it details how these alternative markets can operate, what technical requirements they must meet, and how they integrate with the system's APIs. This material is particularly useful for companies that have already had to adapt to the European DMA and now want to replicate or adjust their strategy in Japan, where the legal framework is aligning with the EU one.
New payment options inside and outside the App Store
Beyond distribution, the MSCA also requires Apple to open the payment system within the applicationsUntil now, the general rule was that most purchases of digital goods and services on iOS had to be made through Apple's In-App Purchases system, subject to commissions that historically reached 30%.
With the changes implemented in Japan, iOS apps distributed through the App Store will be able to integrate alternative payment methods or link to external websites to complete a transaction. These options must always be displayed alongside Apple In-App Purchases, so that it is very clear when the payment is made through the company's infrastructure and when a different provider is used.
If the user chooses to pay with In-App Purchases, they will still have the usual App Store protectionsThis includes a centralized purchase history, tools for managing subscriptions, systems for requesting refunds, and features like "Report a Problem" to report fraud or unauthorized charges. It is precisely this suite of services that Apple uses to justify part of its fees.
However, when payment is made through an alternative processor or on a website linked from the app, the company makes it clear that will not be able to offer the same level of supportIn these cases, external providers will be responsible for processing returns, resolving issues, and ensuring the security of payment data, which means the user may have to share your financial information with more players, with the doubts that this raises regarding privacy.
Apple emphasizes that these adjustments in Japan, as in the European Union, are a direct response to legal obligations and not a change in product philosophy. In fact, the company insists that the proliferation of payment methods introduces “new attack vectors” for fraud and data theft, although it also admits that it has worked with the Japanese regulator to minimize these emerging risks as much as possible.
Commissions and new commercial terms for developers
The opening of stores and the arrival of external payment gateways does not mean that Apple is giving up on monetizing its ecosystem. On the contrary, the company has defined a New commission structure for iOS apps in Japanwhich varies depending on the distribution channel and the payment method chosen, and which the company itself presents as a way of reflecting "the value it brings" in each case.
Under the new commercial terms, iOS applications distributed in the Japanese App Store They will continue to pay a commission on the sale of digital goods and services. For the vast majority of developers—including those enrolled in the Small Business Program, the Video Partner Program, the Mini Apps Program, and subscriptions beyond the first year—the base commission is reduced to 10%In all other cases, the rate is set at 21% on digital transactions.
This store commission can be supplemented by a additional 5% fee for payment processing when the developer uses Apple's In-App Purchase system. In practice, this means that, depending on the program the app falls under, the total commission can range from approximately 15% to 26%, something that has not gone unnoticed in the industry.
For operations carried out in websites linked from within the application itself Distributed on the App Store, Apple introduces a 15% "store services fee" on the sale of digital goods and services, with a reduced rate of 10% for those who participate in the aforementioned special programs or have subscriptions older than one year.
In the case of distributed applications outside the App Store, through authorized alternative marketplacesThe company levies a 5% "Core Technology Fee" on the sale of digital goods and services, including paid apps. According to Apple, this fee compensates for the use of the operating system, APIs, development tools, and other underlying services that allow apps to exist and reach users, even if they are not sold directly through the official store.
Apple claims that, under these new conditions, the Developers who market digital goods and services in Japan They will pay the same or less than before, depending on the distribution route they choose for their apps and the program they are enrolled in. Those who do not sell digital content will continue to pay no commissions or fees to the company.
Industry criticism: the Epic Games case and the 21% commission
Despite the formal reduction of some percentages, part of the industry considers the new system still excessive. One of the most visible critics has been Tim Sweeney, CEO of Epic Gameswho has strongly criticized the commission structure and the obligations that Apple maintains even for transactions carried out outside the App Store.
Sweeney has described the maneuver as a “obstruction farce"and has accused the company of disrespecting the Japanese government and people by maintaining extensive economic and technical control over transactions. As a symbolic gesture, Epic Games has announced that Fortnite will not be returning to iOS in Japan. while these commercial and reporting conditions remain in effect.
The executive has even compared the situation to a hypothetical scenario in which Microsoft forced platforms like Steam or the Epic Games Store itself to pay a fee to operate on Windows They already report all their sales, thus illustrating what they consider an abuse by a dominant platform that charges tolls for the mere fact of existing.
Among Japanese startups and small software studios, the reaction is more nuanced. Many view the possibility positively. Reduce commissions thanks to alternative stores or special Apple programs, as well as the opportunity to diversify distribution channels. However, the complexity of the new pricing structure and the need to manage multiple regulations simultaneously raise doubts about which option will actually be the most profitable in each case.
Apple has set a key date: developers who want to operate under the new rules in Japan must accept the updated terms of the license agreement by March 17, 2026From that moment on, anyone who has not adapted to this network of commissions, payments and distribution risks being left out of the Japanese iOS ecosystem.
Child protection and risks of a more open environment
One of the issues that most concerns the authorities and families is the Impact of iOS openness on the safety of children and teenagersThe App Store was designed as a relatively controlled environment, with content filters, age ratings, and parental control tools, and the entry of alternative stores and external payment methods complicates this balance.
Apple warns that, with the new distribution channels, Minors may be exposed to applications with illegal or objectionable contentas well as scams and frauds specifically targeting them. As a point of reference, the company cites what has already happened in some European countries following the implementation of the DMA, where access to third-party app stores has facilitated the arrival on iOS of adult content apps that previously failed to pass the App Store's filters.
To mitigate these risks, the company has agreed with Japanese regulators on a series of measures. In the category Kids From the App Store, for example, apps will not be able to include links to external websites to complete purchases, with the aim of reducing the likelihood of minors venturing into less controlled environments and making payments without adequate supervision.
Furthermore, for all the users under 18 years of ageAny app that uses alternative payment processors or redirects to a website to complete a transaction must incorporate a "parental gateway." This mechanism requires parents or guardians to intervene before authorizing the purchase, by entering an additional layer of verification when the money comes from payment methods outside of the Apple ecosystem.
The restriction is even more severe for under 13 yearsApps specifically targeting this group will not be allowed to link to external pages where payments are made. In parallel, Apple is developing a New API for developers using alternative payment systems can offer parents tools to monitor and approve purchases made outside the In-App Purchase system.
Regardless of whether an application is distributed in the official App Store or a third-party storeDevelopers will still be required to provide age ratings. Apple, for its part, is maintaining and strengthening features such as Kids Accounts, web content filters, Screen Time, Family Sharing, and the Safety and Communication Limits options, which aim to give families more control over what children do with their devices.
Changes in iOS and Safari: browser choice, search engine, and new APIs
The MSCA not only affects the App Store and payments, but also key system components such as the default browser and search engineWith the update to iOS 26.2 in Japan, users will see during the initial setup — or after updating — a screen where they can choose which browser they want to use as default and which search engine they want to set as primary.
Thus, Safari and Apple services no longer have an automatic advantage. on iPhones sold in Japan. From the first boot, the user can choose other options, and will always have the possibility of modifying that decision later from the Settings menu, something very much in line with what already happens in some European countries due to DMA regulations.
For browser developers, the change goes beyond a simple selection screen. Apple will allow these apps use rendering engines other than WebKitprovided they meet strict security and privacy requirements. Until now, even browsers presented as alternatives to Safari had to be based on WebKit when running on iOS, which limited their scope for technical differentiation.
The company also introduces a New API for voice-based conversational applicationsThis will allow users to launch these tools using the iPhone's side button. This change opens the door for third-party assistants to compete more effectively with services integrated into the system, which could be of interest to European and Spanish technology companies specializing in artificial intelligence, bots, and virtual assistants.
In addition, Apple enables a formal process for developers to request interoperability with core iOS technologiesThis encompasses everything from system functions to deeper hardware integrations. For products distributed across multiple markets, including Europe, this greater technical openness makes it easier to deliver consistent experiences across regions with similar regulatory frameworks, such as the EU and Japan.
Google is also adapting, and the European model is gaining international traction.
The impact of the new Japanese law doesn't fall solely on Apple. Alphabet, Google's parent company, has also announced changes to Google Play and its payment systems to comply with the MSCA. Although Android has allowed the installation of third-party app stores for years, the regulations now require the introduction of explicit search engine selection screens and the acceptance of more payment options in contexts where they were previously limited.
Like its rival, Google will have show the user alternatives to choose their default search engine and facilitate the use of payment methods other than Google Pay in certain cases. The stated objective of the Japan Fair Trade Commission is to rebalance the bargaining power of the large platforms and open up space for new services and developers who want to compete on equal terms.
From a European perspective, the convergence between the Japanese MSCA and EU regulations reinforces the idea that The EU regulatory model is becoming an international benchmarkThe parallels are evident: openness to alternative stores, mandatory browser and search engine selection screens, more flexible payment systems, and greater attention to child protection.
For users and companies in Spain, the Japanese case works like a thermometer of where the digital market may evolve If more countries follow Brussels and Tokyo's lead, in the medium term, large technology companies will likely be forced to design more modular and open ecosystems, with more options for the user, but also with the need to dedicate more resources to monitoring the security, privacy, and quality of software distributed through multiple channels.
Apple's shift in Japan—forced by the Mobile Software Competition Act and very much in line with European regulations—suggests A less closed iOS, with third-party stores, alternative payments, new fees, and strengthened safeguards for minorsFor developers and users in Japan, Spain, and the rest of Europe, this new scenario implies more possibilities, but also more decisions to make and an increasingly delicate balance between competitive flexibility and ecosystem security.