Apple has begun to allow third-party app stores operate within iOS in JapanThis is a significant change affecting the iPhone and the rest of the company's devices in that country. The move comes as a direct response to a new Japanese law on digital competition and puts Japan in a very similar position to the European Union, where the company has already been forced to accept the so-called "alternative application distribution".
For developers and users in Europe, and especially in Spain, what is happening in Japan is interpreted as a new regulatory laboratory parallel to the community oneThe convergence between Japanese regulations and European rules reinforces the feeling that the single-store, fully enclosed model is numbered in certain advanced markets.
A Japanese law forces Apple to open up its ecosystem.
Apple's shift is caused by the Japan's Mobile Software Competition Act The Mobile Software Competition Act (MSCA) is a regulation designed to prevent a few companies from completely dominating mobile platforms. The Japanese Fair Trade Commission aims to curtail the ability of giants like Apple and Alphabet (Google) to unilaterally set terms within their own ecosystems.
Inspired by the European regulation of digital marketsThe MSCA prohibits blocking alternative app stores or third-party payment systems. As a result, Apple has been forced to modify how iOS, Safari, and the App Store function in Japan, while Google has also announced settings in Google Play and in their payment gateways to comply with the legislation.
According to information published by the company itself on its website, The European Union and Japan are currently the only regions where the Apple ecosystem supports alternative app marketplaces within the operating system. This connection between Brussels and Tokyo reinforces the idea that the European regulatory approach is being exported to other major economies.
Apple claims it has worked closely with Japanese authorities to deploy a model that, on paper, expands competition without sacrificing security and privacyHowever, the company admits that opening up introduces additional risks, such as greater exposure to malware, fraud, and potentially harmful content—a debate that is already very much present in the European Union with the implementation of the Digital Markets Act (DMA).
In parallel, the new Japanese regulations require the incorporation of choice screens and extra obligations To prevent platform-specific services from always having an advantage, the goal is for users to truly decide which apps, browsers, or search engines they want to use by default—something very much in line with the community-driven approach.
How will third-party app stores work in Japan?
In practice, developers with operations in Japan will be able to create and manage your own app marketplaces within iOSThese new stores will have to be authorized by Apple and meet technical and security requirements, but they will be able to distribute apps directly to users of iPhones and other Apple devices in the country.
To limit risks, Apple introduces a system of Mandatory notarization for all iOS appsRegardless of whether they are distributed through the App Store or alternative marketplaces, this process combines automated analysis with basic human review to ensure that apps deliver on their promises and do not contain malware or known security threats.
The company emphasizes that this Notarization is less in-depth than the traditional App Store reviewThis process also examines aspects of content, privacy, and compliance with the platform's internal rules. Even so, Apple presents it as the minimum filter necessary to allow software from alternative channels without turning iOS into a completely unprotected system.
Along with that system, the company has published New documentation for developers It details how to operate from these third-party markets, what requirements must be met, and what APIs are available to them. This information is especially relevant for companies already working within the European Union framework that now want to replicate their strategy in Japan, taking advantage of the increasing regulatory alignment.
Furthermore, the opening will be accompanied by clear notices for users When users install apps from alternative stores or use payment systems other than Apple's, the goal is to make it very clear who controls each store or payment gateway and what level of protection users can expect in case of problems.
New payment methods and reconfiguration of fees
Another pillar of the reform is the partial liberalization of in-app paymentsUntil now, most digital goods and services on iOS had to be purchased through Apple's In-App Purchases system, subject to a standard commission. With the new Japanese law, this model is being made more flexible.
In apps distributed through the App Store in Japan, developers will be able to integrate alternative payment methods or redirect to external websites To complete purchases, this option is always available alongside the traditional Apple payment system. This way, the user will always know whether they are paying through the company's infrastructure or with a third-party processor.
When the transaction is made through In-App Purchases, the following will still apply: the usual App Store protectionsCentralized subscription management, purchase history linked to your Apple account, refund tools, and mechanisms for reporting fraud and unauthorized charges. However, if payment is processed through a third-party processor or a linked website, Apple warns that it will not be able to offer the same level of support.
The use of alternative routes also implies that users may have to sharing bank or card details with companies other than AppleThis raises new questions regarding privacy and cybersecurity. This type of situation is already being seen in the European market, and Japan is now replicating a similar model adapted to its regulatory context.
In parallel, the company has announced a in-depth review of its commission structure in JapanThe idea, according to Apple, is to reflect the value it brings in each scenario, whether the distribution is done from the App Store, channeled through third-party markets, or using external payment systems.
What are the fees for Japanese developers?
With the new framework, Apple maintains that most of Developers who sell digital content in Japan They will pay the same or less than before, depending on how they distribute their apps and the special programs they participate in. Apps that do not sell digital goods or services will continue to be exempt from commissions.
In the App Store, the company establishes a base commission of 10% For the vast majority of developers, including those enrolled in the Small Business Program, the Video Partner Program, the Mini Apps Program, and subscriptions exceeding the first year, the standard rate is 21% on sales of digital goods and services.
A store commission can be added to that. additional 5% fee for payment processing When the developer chooses Apple's In-App Purchase system, that is, anyone who wants to continue using the company's payment gateway will pay an extra cost in exchange for its infrastructure, billing tools, and associated protections.
If the transaction is carried out in websites linked from the app itself distributed on the App StoreApple will apply what it calls a "store services fee" of 15% on sales of digital goods and services, which is reduced to 10% for those belonging to special programs and for subscriptions of a certain age.
In the case of distributed applications outside the App Store, through alternative marketplacesThe company is introducing a 5% "Core Technology Fee" applied to sales of digital goods and services, including paid apps. According to Apple, this fee compensates for the use of the operating system, its APIs, development tools, and underlying services, even if the app reaches the user through a channel other than the official one.
Child safety and new safeguards in a more open environment
One of the aspects that most worries regulators and families is the Impact of iOS openness on the safety of children and teenagersThe App Store was conceived as a relatively controlled environment, with age ratings, content filters, and built-in parental controls. The emergence of alternative marketplaces and external payment methods is disrupting that balance.
Apple warns that, with these new distribution channels, Minors may be more exposed to apps with illicit or inappropriate contentas well as scams and frauds specifically targeting them. The company points to what is already being observed in some parts of Europe, where the entry of third-party app stores has allowed access to applications that were previously unavailable on iOS, including some with adult content.
To mitigate these risks, Apple has agreed with Japanese regulators on a set of specific measures. For example, Apps in the Kids category on the App Store will not be allowed to include external links to complete purchases, with the aim of preventing minors from entering less controlled environments and making payments without adequate supervision.
Also, for users under 18 years of ageAny app that uses alternative payment processors or redirects the user to an external website to complete a purchase must incorporate a "parental gate." This mechanism requires the involvement of parents or guardians before authorizing a transaction, adding an extra layer of protection.
The limitation is even stricter for under 13 yearsApps specifically targeting this group will not be allowed to link to external payment sites. Apple is also working on a new API that will allow developers to use payment systems other than In-App Purchase. to offer parents tools to monitor and approve purchases outside the official system.
Changes in iOS and Safari: browser and search engine choice
The MSCA not only affects app stores and payments, but also requires adjust key components such as the default browser and search engineWith the arrival of iOS 26.2 in Japan, users will see a home screen where they can choose which browser they want to set as their default and which search engine they want to use.
In this way, Safari and Apple services They lose their automatic advantage On newly configured devices or after a major update, users will be able to select alternatives from the outset and change that decision at any time through system settings, opening the door for other browsers and search engines to gain market share.
For browser developers, the change is especially relevant: apps of this type will be able to use rendering engines other than WebKitprovided they adhere to certain security and privacy standards set by Apple. Until now, even browsers that presented themselves as competitors to Safari were required to rely on WebKit on iOS.
The company is also introducing a New API geared towards voice-based conversational applicationsThis will allow users to launch these types of apps using the iPhone's side button. This opens the door to third-party assistants and voice interaction tools that can compete more directly with native services.
Additionally, Apple enables a procedure for developers to request specific ways to interoperate with core iOS featuresThis is relevant for messaging apps, communication services, and productivity suites. For European and Spanish companies with an international presence, this greater technical openness makes it easier to offer more consistent experiences between the EU and Japan.
Google adapts and the European model gains traction
The impact of the new Japanese law is not limited to Apple. Alphabet, Google's parent company, has also announced changes to Google Play and its payment systems To comply with the MSCA. Although Android already allowed the installation of third-party app stores, the regulations require the introduction of choice screens and a wider range of payment options and default search engine.
Like Apple, Google will have to show the user options to choose their default search engine and accept alternative payment methods to Google Pay in certain circumstances. The Japan Fair Trade Commission's intention is to rebalance the bargaining power of large platforms and encourage the entry of new digital services and developers.
From a European perspective, this move reinforces the feeling that Community standards are becoming an international benchmark to manage the power of Big Tech. The agreement on aspects such as the opening of app stores, freedom of choice of browser and search engine, and the relaxation of payment systems points to a certain global harmonization in digital competition.
For users and companies in Spain, the Japanese experience serves as thermometer to anticipate where the sector may evolveIf more countries follow the lead of the EU and Japan, major platforms will be forced to design more modular and open ecosystems, with more options for the user but also with a greater need to monitor security, privacy and software quality.
Apple's shift in Japan, driven by the Mobile Software Competition Act and aligned with European requirements, marks a new stage in which iOS opens up to third-party stores, expands payment methods, restructures its fees, and strengthens safeguards for minorsThe result is a more competitive and diverse landscape, in which both users and developers—in Japan, Spain, and the rest of Europe—will have to get used to a less closed iPhone, with more decisions to make and a delicate balance between flexibility and security.
