La iOS and App Store launch in Japan This marks one of the biggest shifts in Apple's platform strategy since the iPhone's inception. Forced by new national legislation, the company will, for the first time, allow third-party app stores to operate within its Japanese ecosystem and enable developers to use alternative payment systems to the brand's integrated system.
This shift places Japan in a regulatory orbit very similar to that of European Unionwhere the Digital Markets Act (DMA) has already forced similar moves. From Europe, and especially from Spain, the Japanese case is seen as a parallel regulatory laboratory This confirms a trend: the single, completely closed store model is beginning to give way to more open competition, albeit under a very controlled opening by Apple.
A Japanese law forces Apple to open up its ecosystem.
The change is motivated by the Mobile Software Competition Act Japan's Mobile Software Competition Act (MSCA). This recently enacted law prevents giants like Apple or Google from blocking access to alternative app stores or third-party payment gateways within their mobile platforms.
The Fair Trade Commission of Japan is thus pursuing avoid dominant positions before the market becomes completely closed to new entrants. The MSCA is clearly inspired by European regulation of digital markets and services, and makes Japan the second largest region in the worldalong with the EU, where Apple is required to allow third-party app marketplaces within iOS.
Apple says it has worked “side by side” with Japanese regulators to design a framework that, at least on paper, promote competition without sacrificing security and privacyThe company itself, however, acknowledges that the law opens new avenues for risks such as malware, fraud, scams, and exposure to inappropriate content.
In parallel, the MSCA requires the introduction choice screens and changes to iOS default values, with the aim that the platform's own services (such as Safari or a particular search engine) do not always have an automatic advantage when the user first uses or updates their device.
Alternative app stores on iOS: how they will work in Japan
With this new framework, developers operating in Japan will be able to create and manage your own app marketplaces within iOS. These third-party stores must be previously authorized by Apple and meet a series of technical, security, and age rating requirements, similar to those already applied in the official App Store.
Under the Japanese model, Apple maintains the ability to approve or reject alternative marketplacesAmong the obligations is the requirement to offer age classifications and to respect child protection regulations, something the regulator has emphasized. Apps distributed through alternative stores, however, will not undergo the full App Store review, but rather a less rigorous filter.
To try to contain the risks of this opening, the company introduces the so-called Mandatory Notarization This applies to all iOS apps, whether distributed through the App Store or third-party marketplaces. The process combines automated checks with basic human evaluation to verify that the app does what it claims and is up to date. free of malware or known threats.
Apple admits that Notarization is less exhaustive than the traditional App Review The App Store's standards evaluate content, privacy, internal rules, and other stricter criteria. Even so, the company presents this as the "minimum floor" of security necessary to allow alternative distribution without turning iOS into a completely unprotected environment.
In addition, the company has published new developer documentation It details how to operate from these marketplaces, what requirements they must meet, and how they integrate with iOS APIs. This material is especially interesting for companies with a presence in both Japan and the European Union, as many obligations—from notarization to content controls—are beginning to align between the two regions.
New payment options inside and outside the App Store
Another major change introduced by the MSCA is the opening of the payment system in appsUntil now, Apple required that most purchases of digital goods and services on iOS be made through its In-App Purchases system, subject to commissions that could historically reach up to 30%.
With the new Japanese framework, iOS applications distributed through the App Store will be able to integrate alternative payment methods or include links that take the user to an external website to complete the transaction. These options will always be displayed alongside the Apple in-app purchase, so that it remains clear clear at all times whether the payment is made through the company's infrastructure or an external provider.
When the user chooses to pay with In-App Purchases, they will continue to enjoy the classic App Store protections: centralized management of your subscriptions, purchase history within your Apple account, tools to request refunds, and a system to report fraud or problems with a transaction.
If, on the other hand, the payment is completed through an alternative system or on a linked website, Apple warns that will not be able to offer the same level of supportIn these cases, refunds and incident handling will fall to the external provider, and the user may be forced to sharing your payment details with third parties, with the implications this has in terms of privacy and security.
At the same time, the company has emphasized that in Japan, as in the EU, these changes arise from a legal obligationThis is not due to a deliberate shift in its business strategy. In fact, Apple insists that the proliferation of payment and distribution methods introduces "new attack vectors" for fraud and malware, although it claims to have worked with Japanese authorities to minimize these risks.
Changes in commissions: from 5% to 26%
The opening of iOS in Japan does not mean that Apple is giving up on monetizing its platform. On the contrary, the company has defined a new commission structure with several levels, depending on how the app is distributed and what payment system is used. According to Apple, the goal is to reflect “the value provided” in each scenario.
For iOS apps distributed in the Japanese App StoreThe base commission on sales of digital goods and services is located at 10% For the vast majority of developers, including the Small Business Program, the Video Partner Program, the Mini Apps Program, and subscriptions beyond the first year. In other cases, the rate can reach 21%.
In addition to this store commission, there is a 5% payment processing fee When the developer chooses to use Apple's in-app purchase. In practice, this means that the total commission can be around 15% for small developers or established subscriptions, and up to 26% in other cases, always depending on the program the application participates in.
For operations carried out in linked websites From an App Store app, Apple introduces a “store services fee” 15% on sales of digital goods and services, with a reduced rate of 10% for those who are within the special programs or have subscriptions of more than one year.
In the case of distributed applications outside the App Store, through authorized alternative marketplaces, Apple establishes a “Basic Technology Commission" of the 5% This fee applies to the sale of digital goods and services, including paid apps. It is intended to compensate for the use of the operating system, APIs, development tools, and other underlying services, even when distribution does not go through the official store.
The company maintains that, under these conditions, the Developers who sell digital content in Japan They will pay the same or less than before, depending on the route and business model they choose. Apps that do not sell digital goods or services will continue to waive commissions and fees.
Industry criticism and developer reaction
Despite the formal reduction of some percentages, the new rates have not convinced the entire sector. Tim SweeneyCEO Epic GamesHe has been one of the harshest critics of the scheme proposed by Apple, to the point of announcing that Fortnite will not be returning to iOS in Japan. under these conditions.
Sweeney has described Apple's move as a "obstruction farce”, accusing the company of disrespecting the Japanese government and people by maintaining high fees and requiring transaction reporting even outside the App Store. The executive compares the situation to a hypothetical scenario in which Microsoft forced platforms like Steam or the Epic Games Store to pay a fee to operate on Windows.
Among smaller developers and Japanese tech startups, the perception is more nuanced. On the one hand, the possibility of Distribute apps in alternative stores And negotiating different terms can open opportunities to reduce costs and diversify channels. On the other hand, the complexity of the new commission table And the need to comply with multiple sets of standards adds administrative burden and raises doubts about which model is actually more cost-effective.
Apple has set the key date March 17th 2026 so that Japanese developers can accept the updated terms of the license agreement. Those wishing to take advantage of the open ecosystem must decide before that date whether to adopt the new commercial and distribution conditions.
For European and Spanish teams already adapting to DMA, the situation in Japan offers a practical reference about how to reorganize the monetization strategy, which channels to prioritize, and to what extent it is worthwhile to use alternative markets or continue betting on the traditional App Store.
Child safety and protection of minors in a more open environment
One of the points that most concerns regulators and families is the Impact of iOS openness on the online safety of children and teenagersApple points out that the App Store was conceived as a relatively controlled environment, with content filters, age ratings, and advanced parental controls.
With the arrival of alternative stores and external payment methodsThe company warns that minors may be more exposed to apps with illicit or objectionable content, as well as scams specifically designed for them. As background, Apple cites what has happened in certain parts of Europe, where liberalization has allowed adult content apps that previously failed to pass the official store's filters to reach iOS.
To mitigate these risks, Apple has agreed with Japanese regulators on a series of additional safeguards. In the category Kids App Store apps will not be able to include links to websites that complete transactionswith the aim of preventing minors from entering less controlled environments where it is easier to fall victim to scams or unwanted charges.
Furthermore, in the case of users under 18 years of ageAny application that uses alternative payment methods or directs the user to a website to complete a purchase must implement a “parental door”This barrier requires minors to request the intervention of their parents or guardians before completing the payment, adding an extra layer of protection.
The restriction is even stricter for under 13 yearsApps targeting this group will not be allowed to link to external sites where payment transactions take place. Apple is also working on a new API that will allow developers to use payment systems other than Apple In-App Purchase. offer monitoring tools so that parents can review and approve purchases made outside the official gateway.
Regardless of whether an app is distributed in the App Store or a third-party storeDevelopers will still be required to provide age ratings. The company, for its part, is maintaining and strengthening features such as Kids Accounts, web content filters, Screen Time, Family Sharing, and Safety and Communication Limits controls to help families manage device usage.
Changes in iOS and Safari: browser choice, search engine, and new APIs
The MSCA not only affects the App Store and payments, it also requires modifications to key components of the system as the default browser and search engine. With the launch of iOS 26.2 in JapanDuring initial setup or after updating, users will see a screen where they can choose which browser and which search engine they want to use as defaults.
This change makes it so that Safari and Apple services should no longer have an automatic advantage. in the new iPhones sold in Japan. The user can choose other options from the outset and adjust that preference at any time from the Settings menu, which is very much in line with what some European regulations already require.
For browser developers, the shift is especially relevant because it allows, for the first time in Japan, use rendering engines other than WebKitprovided they meet strict security and privacy requirements. Until now, even browsers marketed as alternatives to Safari were required to use WebKit on iOS.
Apple also introduces a New API for voice-based conversational applicationswhich will allow you to start these types of apps using the iPhone side buttonThis interface opens the door for third-party assistants to compete more effectively with native services, a particularly interesting point for European and Spanish companies developing advanced voice or chat tools.
In addition, the company enables a process for developers to request interoperability with core technologies iOS features include certain system functions and deep hardware integrations. For products distributed in multiple markets, including Europe, this greater technical openness makes it easier to offer more consistent experiences across regions that share a similar regulatory approach.
Google is also adapting, and the European model is gaining global traction.
The impact of the new Japanese law goes beyond Apple. Alphabet (Google) has also announced changes in Google Play and in their payment systems to comply with the MSCA. Although Android already allowed the installation of third-party app stores, the regulations require the introduction of search engine selection screens and a wider range of payment methods.
Like Apple, Google will have to Show default search engine options and enable alternative payment methods to Google Pay in certain contexts. The goal of the Japanese authorities is to reduce the bargaining power of large platforms and facilitate the entry of new services and competitors into the digital ecosystem.
From a European perspective, all of this reinforces the idea that Community standards are becoming an international benchmarkThe overlap between the Japanese MSCA and the European DMA/DSA on key points —openness to alternative stores, freedom to choose browser and search engine, flexible payments— points to a certain global harmonization in digital competition.
For users and businesses in Spain, the Japanese scenario acts as a thermometer of where the sector may evolveIf more countries follow the lead of the EU and Japan, large technology companies will have to design more modular and open ecosystems, with more options but also with a greater need to monitor security, privacy, and software quality.
Apple's move in Japan, prompted by the Mobile Software Competition Act and in line with European regulations, marks a new stage in which iOS opens up to third-party stores, makes payments more flexible, reconfigures its fees, and strengthens protections for minors.For developers and users in Japan, Spain, and the rest of Europe, this translates into a somewhat less closed iPhone, with more decisions to make and an increasingly delicate balance between competitive flexibility and ecosystem security.
