The traditionally closed iPhone ecosystem is beginning to loosen up in Latin America. In Brazil, Apple has agreed to open iOS to third-party app stores already alternative payment systems, a significant change that alters the way apps on iPhone and iPad are distributed and monetized within the country.
This shift is not due to the company's own initiative, but rather as a result of an investigation into possible anti-competitive practices carried out by the Brazilian regulator CADEAlthough the new rules apply only to the Brazilian market, the case is being closely watched in the European Union and the rest of Europe, where similar steps have already been taken with the DMA and the aim is to test how these openings of the Apple ecosystem work in practice.
From the clash with MercadoLibre to the agreement with the Brazilian regulator
The origin of this movement dates back to 2022, when MercadoLibre, one of the largest e-commerce groups in Latin America, denounced before the Conselho Administrativo de Defesa Econômica (CADE) that the rules of the App Store in Brazil excessively restricted the distribution of digital goods and services and made it difficult to use payment gateways other than Apple's.
According to that complaint, the Cupertino company In practice, it mandated the use of its in-app shopping system and its own payment processor., while prohibiting developers from clearly informing users about alternatives outside the App Store or redirecting them to other channels to complete transactions.
From there, a lengthy administrative procedure, with preventive measures, appeals and provisional proposalsIn 2024, CADE issued precautionary measures to stop conduct it considered limiting to competition in the iOS ecosystem, in line with the debates already taking place in the United States, the European Union, Japan or South Korea about the power of large mobile platforms.
During this process, MercadoLibre argued that Apple's model It increased the cost of accessing certain digital content and stifled innovationby reducing developers' ability to choose how to charge and through which channels to reach their customers. Although the company acknowledges progress with the current agreement, it believes it only corrects some of the imbalances it had previously raised.
This entire standoff culminates in a formal agreement that, for the time being, closes the path to sanctions and forces Apple to redesign its strategy in Brazil, in parallel with the changes already introduced in the European Union by the Digital Markets Act (DMA) and those being deployed in Japan with the new Law for the Promotion of Competition in Smartphone Software.
The TCC: Apple opens iOS to third-party stores and external payments
The solution adopted is structured through a Termination or Cessation Commitment Term (TCC), the legal figure used by the Brazilian regulator to close a competition investigation when the company commits to fulfilling a series of specific and verifiable obligations.
The core of CBT is clear: Apple will have to allow alternative channels for distributing iOS apps in BrazilThis includes both the possibility for developers to create their own app stores or integrate into third-party marketplaces, and for users to obtain software outside the App Store while maintaining compatibility with iPhone and iPad.
In parallel, the agreement obliges Apple to support external payment systems within the applicationsThis will allow developers to integrate payment methods from other providers, as well as display external offers and direct users to websites or services where they can complete the transaction, something that until now was limited or directly prohibited in the App Store ecosystem.
One aspect that CADE particularly monitors is the handling of user information. The TCC text states that Any notice, message, or screen that Apple displays when using third-party stores or external payment gateways must be neutral and objective.The regulator wants to prevent the company from resorting to alarmist messages or convoluted user flows that, in practice, discourage customers from choosing alternative options.
Furthermore, the agreement stipulates that iPhone and iPad owners in Brazil will have Freedom to make purchases, subscriptions, and other transactions outside of the App Storewhether through external links in apps or through new stores, expanding the possibilities of digital consumption within the iOS ecosystem beyond Apple's official channel.
Implementation deadlines, agreement duration, and CADE control
The timetable agreed with the regulator is relatively tight. From the moment the TCC becomes mandatory, Apple has up to 105 days to implement all necessary technical changes to iOS and its associated services. in the Brazilian market.
Once these modifications are deployed, the commitment will have a initial validity of three yearsDuring this period, CADE will closely monitor compliance with the new standards, with the power to request periodic information, carry out additional checks, and assess whether the changes are being effectively passed on to users and developers.
For as long as the agreement lasts, the The administrative proceedings opened for alleged anti-competitive practices will remain suspendedHowever, the case will not be closed permanently. If the regulator finds that Apple is not properly implementing the agreed-upon measures, or that it is introducing new obstacles that could be considered restrictive, it may reopen the case and consider additional sanctions.
CADE has stated in writing that, in the event of serious or repeated non-compliance with the TCC obligations, it may impose penalties on the company. fines of up to 150 million Brazilian reais, an amount equivalent to approximately 22,9 million euros at the approximate exchange rate, in addition to other corrective measures if deemed appropriate.
As part of the agreement, the Cupertino firm has also agreed withdraw a previous lawsuit challenging the precautionary measures issued in 2024This deactivates one of the open legal fronts and reinforces the administrative route as the main tool to channel the conflict.
New commission structure for the App Store and alternative stores
The TCC not only redefines how apps are installed and how payments are handled, but also reorganizes the commission structure that Apple will apply in Brazil depending on each distribution and monetization channel. The scheme is based on models that the company already uses in the European Union, Japan, and the United States, adapted to the Brazilian context.
Brianda Purchases and subscriptions that continue to be made entirely through the App Store using Apple's payment systemA tiered system is maintained: a standard commission of 25% and a reduced rate of 10% for certain programs or developers that meet specific requirements, such as small businesses or projects covered by specific initiatives.
The agreement also introduces an option with 5% fee for certain cases where the developer uses Apple's payment system under very specific conditions within the TCC itself. This option is presented as an intermediate alternative for those who want to continue relying on the company's infrastructure in exchange for a lower commission than usual.
In apps distributed from the App Store that redirect the user to an external website to complete the paymentThe text distinguishes between two scenarios. If the application only displays an informational message without links or clickable buttons, that simple reference will not generate an additional charge for the developer from Apple.
Conversely, when the application includes an active button or link that leads directly to the external payment gatewayApple may apply a 15% commission on transactions linked to that flow. This point is especially relevant for services that want to clearly integrate their own payment methods without sacrificing the visibility and reach provided by the official store.
The TCC also defines the economic framework for the alternative app stores that operate on iOS within BrazilThese platforms will have to pay a Core Technology Fee of 5%, intended to compensate Apple for the use of its operating system, infrastructure and development tools, even when downloads and updates are not channeled through the App Store.
Beyond these figures, the regulator and the company have not disclosed all the details of the new tariff scheme, but they have confirmed that Brazilian developers will face a more varied and complex commission map than the previous single model.This will inevitably influence the decision to stay in the App Store, opt for third-party stores, or combine both approaches.
Apple's position: security, privacy, and risks assumed
In its public statements, Apple has insisted that these changes They meet CADE's regulatory requirements and not due to a voluntary shift in its business strategy. The company maintains that its traditional model, based on a single, controlled store and its own payment system, has allowed it to offer one of the most secure environments in the mobile market for years.
Following the signing of the agreement, Apple has acknowledged the opening of the ecosystem in Brazil. will introduce new risks to user privacy and securityespecially with regard to the installation of software from external sources and the use of payment processors that it does not directly control.
Even so, the company claims to have worked together with the regulator to maintain certain safeguardswith special attention to users under the age of 18 or considered more vulnerable. These measures include technical requirements, additional controls, and warning systems that, according to the firm, should mitigate some of the threats associated with the new situation.
Apple insists that, despite the forced opening, its goal is for iOS continue to be the “best and safest mobile platform” for Brazilian usersA similar discourse has accompanied the modifications introduced in the European Union under the DMA and in Japan with the new regulations on competition in smartphone software.
This balance between regulatory compliance and maintaining their safety narrative will be key to determining, over time, whether consumers actually perceive an increase in risk or whether The new stores and payment gateways are integrated into daily life in a relatively natural way., without major surprises.
A movement framed within global regulatory pressure
The case of Brazil is not an isolated event, but rather part of a larger trend. international trend of increased scrutiny of major digital platformsIn the European Union, the Digital Markets Act has already forced Apple to accept the so-called "alternative distribution of applications" and to make the use of third-party payment systems more flexible in certain cases.
Similarly, Japan has launched its Smartphone Software Competition Promotion Act (MSCA)which also requires the North American company to open up part of its mobile ecosystem. South Korea and the United States, meanwhile, are debating or promoting initiatives with similar objectives: limiting the ability of a single player to control key channels in the digital economy.
Within this scenario, Brazil joins the short list of jurisdictions that They have managed to force a concrete opening of the iOS ecosystemalong with the European Union and the Japanese market. Although each country has followed its own legal path, the combined effect is that Apple's original model—with a single App Store and an exclusive payment system—is being forced to adapt.
This regulatory fragmentation presents Apple with the challenge of manage the same operating system under different regulatory frameworks depending on the territory. The company must operate under specific regulations in Europe, Japan, and Brazil, while maintaining a more closed approach in other markets, which complicates the technical and commercial planning of iOS.
At the same time, the precedents established in these countries serve as a reference for other regulators. In Europe, where the DMA is already in place, it is being closely watched. How are the openings implemented in practice in Brazil?What impact do they have on real competition and how do users and developers react? These are issues that may influence future regulatory reviews.
Consequences for developers, users, and debates in Europe
For the Brazilian developer ecosystem, the new situation opens the door to distribution and collection models that were previously difficult or outright impossibleFrom large content and video game platforms to small startups, businesses can consider creating their own store, integrating into alternative catalogs, or combining the App Store with other channels.
On the user side, the changes will result in More options when downloading apps and paying for digital servicesMany will continue to use the official Apple store for trust or convenience, while others may explore third-party stores and external gateways in search of better prices, different promotions, or more flexible subscriptions.
Analysts and specialized media suggest that, as Apple implements the changes, alternative platforms such as AltStore and other similar projects could officially begin operating on devices configured for the Brazil region, always within the limits set by the TCC and under the supervision of CADE.
In Europe, the Brazilian case is viewed almost as an additional laboratory to measure the actual extent of the openings imposed on AppleAlthough the DMA already sets a fairly detailed framework, experience in other countries helps to verify whether commission levels, the neutrality of messages to the user, or the economic viability of third-party stores are sufficient to foster effective competition.
For Spain and the rest of its European partners, what happens in Brazil offers a complementary roadmap on how an ecosystem as controlled as iOS can be modulated without completely dismantling it, but forcing the company to coexist with more players and more consumer options in terms of app distribution and payment methods.
With this agreement, Brazil joins the small group of territories that have pushed Apple to to specifically open its mobile ecosystem to third-party stores and alternative payment gatewaysAlthough the new rules apply only to devices configured for that country, their effects go beyond national borders: they set a relevant precedent for debates in the European Union and other markets, and show the extent to which regulatory pressure can shape the functioning of platforms as influential as iOS, with direct implications for developers, users and for the competitive balance in the global digital environment.
