Introduction: A Breakthrough Moment for Crypto on iOS
Apple has long enforced strict in-app payment policies, significantly restricting crypto and Web3 developers. Whether it was denying apps from linking to external NFT marketplaces or forcing all transactions through its 30% commission model, Apple’s “walled garden” ecosystem left little room for decentralization.
That era just came to a dramatic halt.
A recent U.S. court ruling has mandated Apple to ease those restrictions—allowing developers to include external payment links without paying commissions. For blockchain developers and crypto-native projects, this shift is monumental, unlocking long-sought freedom to build, monetize, and scale on iOS without Apple standing in the way.
The catalyst? A legal battle that started in gaming and ended with a historic precedent for crypto.
Epic Games vs. Apple: The Lawsuit That Changed Everything
The legal roots of this transformation trace back to Epic Games’ 2020 decision to implement its own payment mechanism in Fortnite, bypassing Apple’s system. Apple swiftly removed the app, triggering an antitrust lawsuit.
In 2021, a federal court ruled that Apple must allow developers to communicate alternative payment options. Yet, Apple continued enforcing its restrictive model through vague and shifting guidelines.
On April 30, 2024, U.S. District Judge Yvonne Gonzalez Rogers declared that Apple was in willful violation of the original injunction. The judge stated clearly: “This is an injunction, not a negotiation. There are no do-overs once a party willfully disregards a court order.” (source: Cointelegraph).
The court ruled that Apple must stop:
- Blocking external payment links.
- Charging fees or commissions on off-app purchases.
- Monitoring or auditing any user activity tied to external payments.
This legal precedent immediately expanded beyond gaming—setting new ground rules for all iOS apps, including crypto, DeFi, and NFT platforms.
What Changed: Apple’s New App Store Policy Explained
Following the ruling, Apple updated its App Store Review Guidelines to comply with the injunction. These changes represent the most significant policy reform for iOS since the introduction of the App Store itself.
Key Changes Now in Effect:
- External Payment Links Permitted: Developers may now include in-app buttons or links that direct users to external websites for digital purchases, including crypto, NFTs, and subscriptions (source: Decrypt).
- No Fees on External Transactions: Apple is barred from imposing any commission on purchases made outside the app, eliminating the long-standing 30% “Apple tax.”
- No Developer Reporting Obligations: Apple cannot demand reports, audits, or user activity data from developers regarding external sales (source: DigWatch).
- Universal Application: These rights apply to all categories of apps, including crypto wallets, NFT marketplaces, and blockchain-based games. Apple may not exclude any developer based on app type.
These guidelines were quietly rolled out without public fanfare—possibly reflecting Apple’s unwillingness to celebrate what amounts to a forced compliance.
What It Means for Crypto Apps
Crypto apps on iOS have long been constrained by Apple’s monetization policies. Now, for the first time, developers can deploy fully functional blockchain apps that offer:
- Direct Token Sales and Payments: Crypto and NFT platforms can bypass in-app payment systems and route users directly to smart contract-based marketplaces.
- Functional DeFi Tools and dApps: From staking and yield farming to token swaps, DeFi features can now be offered without backend workarounds or feature restrictions.
- Seamless NFT Integration: NFT minting, transfers, and marketplace listings are no longer blocked—opening the door for mobile-native Web3 experiences.
- Enhanced Wallet Capabilities: Wallet apps gain freedom to link to decentralized protocols and connect with external ecosystems.
These reforms will likely usher in a new wave of crypto-native mobile apps, no longer limited by centralized gatekeeping.
Industry Reactions: Crypto Leaders Applaud the Shift
Crypto industry figures quickly praised the decision. Entrepreneur Alex Masmej declared it “absolutely huge for crypto,” while prominent analyst Xero called the changes “hugely bullish for mobile crypto games and apps”.
Appfigures CEO Ariel Michaeli remarked on the “passive-aggressive tone” of Apple’s revised guidelines, noting that while the language was reluctant, the impact was clear: Apple no longer holds the same leverage over developers.
Tim Sweeney, CEO of Epic Games, announced that Fortnite would return to the U.S. App Store and offered to drop global litigation if Apple extends these reforms internationally.
Apple’s Reluctant Compliance
While Apple has revised its policy, the company’s lack of enthusiasm is evident. Developers must still present external links within Apple-mandated modals and include a disclaimer clarifying that Apple is not responsible for transactions made outside the app (source: App Store Guidelines).
Additionally, Apple has not committed to rolling out these changes outside the United States. Until regulators in Europe or Asia mandate similar compliance, users in those regions may continue to face limitations.
There’s also speculation that Apple may seek to recover lost revenues by adjusting other developer-facing fees or introducing new review requirements.
What’s Still Unclear
Several unresolved issues remain:
- Implementation Ambiguity: Apple’s interface requirements for external links are vaguely defined, creating potential review bottlenecks or future disputes over compliance.
- No Global Rollout Yet: As of now, the changes apply only to the U.S. App Store. Developers targeting global audiences still face the old restrictions elsewhere.
- Security Oversight: Apple previously claimed that its control helped protect users from scams. With that gatekeeping role removed, developers bear greater responsibility for user safety in the inherently risky crypto space.
- Revenue Shift: The long-term implications for Apple’s business model remain to be seen. Will Apple try to exert new forms of control over high-revenue crypto apps?
These open questions highlight that while the ruling is a major win, it may be just the first step in a much longer transformation.
Conclusion: A New Era for Crypto on iOS
Apple’s enforced retreat from in-app payment monopolies is not just a victory for Epic Games—it’s a landmark moment for mobile crypto development. By allowing external payments without restrictions or commissions, iOS has opened its gates to innovation it long kept at bay.
From DeFi protocols and NFT platforms to Web3 games and prediction markets, developers now have a fighting chance to build powerful, user-friendly apps without compromise.
Still, caution is warranted. Apple’s reluctance, the U.S.-only scope of the update, and lingering enforcement questions all suggest that the battle for mobile crypto freedom is far from over.
But the walls are finally cracking—and for the first time, crypto builders on iOS can truly begin to scale.
Leave a Reply