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Developers in specific regional storefronts may apply for entitlements to include a link to their own website for alternative digital purchases; the link may reference lower pricing available externally. In the United States storefront, external purchase links are permitted without an entitlement requirement. In all other storefronts not covered by an entitlement or the US exemption, external purchase links remain prohibited.
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 establishes a region-specific and entitlement-conditioned framework for external purchase links, creating materially different operating conditions for developers depending on their storefront, and requiring entitlement agreement compliance as a condition of using external link functionality.
Interpretive note: The full scope of available entitlement regions and the specific conditions of each entitlement agreement are not fully reproduced in the truncated document, creating uncertainty about operational details beyond what is summarized in the guidelines.
The updated guidelines state that developers must ensure kids receive age-appropriate experiences within their apps and must remove user-generated content that violates the guidelines, terms of service, or community standards. Under the revised policy, if Apple identifies policy-violating content, the developer will be asked to remove it and provide a compliance improvement plan. Based on the developer's response, the app may be removed from the App Store until compliance is demonstrated. This establishes a formal escalation pathway where developer inaction or inadequate remediation can result in app suspension or removal.
View change record →Under this provision, consumers in covered storefronts may see links within apps directing them to the developer's website for alternative purchasing options that may be priced differently from in-app purchase prices; consumers in storefronts not covered by entitlements or the US exemption will not encounter such links in App Store apps.
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"StoreKit External Purchase Link Entitlements: apps on the App Store in specific regions may offer in-app purchases and also use a StoreKit External Purchase Link Entitlement to include a link to the developer's website that informs users of other ways to purchase digital goods or services. Learn more about these entitlements. In accordance with the entitlement agreements, the link may inform users about where and how to purchase those in-app purchase items, and the fact that such items may be available for a comparatively lower price. The entitlements are limited to use only in the iOS or iPadOS App Store in specific storefronts. In all other storefronts, except for the United States storefront, where this prohibition does not apply, 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 App Store Review Guidelines
1) REGULATORY LANDSCAPE: This provision reflects Apple's response to competition law requirements in the EU under the Digital Markets Act and equivalent mandates in other jurisdictions. The DMA requires gatekeeper platforms to permit developers to communicate and link to alternative purchasing options. In the US, the United States storefront exemption follows from the Epic v. Apple litigation settlement obligations. The entitlement framework's compatibility with DMA requirements is subject to ongoing regulatory assessment by the European Commission. 2) GOVERNANCE EXPOSURE: Medium. Developers seeking to use external purchase links must apply for and operate under entitlement agreements, which carry their own contractual conditions beyond the App Store Review Guidelines. The geographic scope of each entitlement is limited, and developers operating across multiple storefronts must track which external link permissions apply in each region. Misleading marketing in relation to the entitlement is grounds for app removal. 3) JURISDICTION FLAGS: EU/EEA storefronts are the primary geography for DMA-driven entitlement availability. Japan, South Korea, and other markets may have jurisdiction-specific entitlement frameworks referenced in the guidelines but not fully detailed in the truncated document. US developers benefit from the US storefront exemption without entitlement, but this exemption is limited to the US storefront only. 4) CONTRACT AND VENDOR IMPLICATIONS: Developers who obtain StoreKit External Purchase Link Entitlements enter separate entitlement agreements with Apple that govern the scope and conditions of external link usage. Legal teams should review those entitlement agreement terms independently of the App Store Review Guidelines. Website infrastructure for alternative purchasing must be developer-owned or developer-maintained under the entitlement terms. 5) COMPLIANCE CONSIDERATIONS: Developers should assess which storefronts they target and whether external purchase link entitlements are available and operationally beneficial in those regions. Apps that include external links without applicable entitlements or outside the US storefront exemption face rejection or removal. Marketing materials referencing external pricing should comply with entitlement agreement requirements regarding comparative price representations.
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This provision establishes a region-specific and entitlement-conditioned framework for external purchase links, creating materially different operating conditions for developers depending on their storefront, and requiring entitlement agreement compliance as a condition of using external link functionality.
Under this provision, consumers in covered storefronts may see links within apps directing them to the developer's website for alternative purchasing options that may be priced differently from in-app purchase prices; consumers in storefronts not covered by entitlements or the US exemption will not encounter such links in App Store apps.
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