If an app sells digital content, features, or subscriptions, it must use Apple's built-in payment system, and Apple collects a commission on those transactions. Developers cannot direct users to other websites or payment methods for digital purchases.
This analysis describes what Apple's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision determines how digital goods are purchased inside apps on Apple devices, affecting the price consumers pay and the payment options available to them, since Apple's commission is typically passed on in pricing.
Interpretive note: The scope of IAP requirements in the EU is subject to ongoing Digital Markets Act enforcement proceedings and may differ from the global baseline described in the guidelines.
Consumers purchasing digital content, subscriptions, or in-app features on Apple devices must do so through Apple's payment system; developers are prohibited from directing users to alternative payment methods that might offer lower prices or different terms.
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"Apps may use in-app purchase to sell and sell services in your app. Apps must not use their own mechanisms to unlock content or functionality, such as license keys, augmented reality markers, QR codes, cryptocurrencies and cryptocurrency wallets, and so on. Apps and their metadata may not include buttons, external links, or other calls to action that direct customers to purchasing mechanisms other than in-app purchase.— Excerpt from Apple's Apple App Store Review Guidelines
REGULATORY LANDSCAPE: This provision is under active regulatory scrutiny under the EU Digital Markets Act (DMA), enforced by the European Commission, which has required Apple to permit alternative payment mechanisms and app distribution in the EU. The FTC and various state attorneys general have also examined Apple's IAP requirements under competition law. The guidelines include EU-specific carve-outs that partially address DMA obligations, but the full scope of compliance remains subject to ongoing regulatory proceedings. GOVERNANCE EXPOSURE: High. The mandatory IAP requirement with Apple's commission directly affects developer revenue models and has been challenged as anticompetitive in multiple jurisdictions. Legal teams should monitor the status of DMA enforcement actions and any court orders affecting IAP obligations, as the operative requirements may differ between the EU and other markets. JURISDICTION FLAGS: EU developers and apps targeting EU users are subject to modified requirements under DMA provisions included in the guidelines. US developers should note that federal and state antitrust investigations have examined this requirement. South Korean law has also mandated alternative payment options; developers with Korean App Store presence should assess applicable obligations separately. CONTRACT AND VENDOR IMPLICATIONS: The IAP requirement is incorporated by reference into the Apple Developer Program License Agreement, making compliance a contractual obligation. Developers building B2B or enterprise apps should confirm whether their use case qualifies for any IAP exemptions (such as physical goods or services consumed outside the app) to avoid commission liability. COMPLIANCE CONSIDERATIONS: Compliance teams should audit all in-app monetization flows to confirm they route through StoreKit and do not include external payment links, promotional codes for external purchases, or metadata referencing alternative purchasing options. EU-specific compliance reviews should account for the guidelines' alternative payment provisions and assess whether the developer's implementation satisfies both Apple's requirements and DMA obligations.
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This provision determines how digital goods are purchased inside apps on Apple devices, affecting the price consumers pay and the payment options available to them, since Apple's commission is typically passed on in pricing.
Consumers purchasing digital content, subscriptions, or in-app features on Apple devices must do so through Apple's payment system; developers are prohibited from directing users to alternative payment methods that might offer lower prices or different terms.
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