Apple proposes 15% on App Store link-outs: reprice your checkout

For about a year, the smart play for anyone shipping an iOS app in the US was simple: link out to your own web checkout and keep the 30%. Apple has now told a federal court what it wants that escape hatch to cost. If your unit economics assume link-outs are free, this is the week to redo the math.

What actually happened

TechCrunch reported on August 14 that Apple filed a proposed commission structure with the U.S. District Court for the Northern District of California, covering purchases made through external links inside iOS apps. The proposed rates:

• 15% for standard apps
• 5% for developers in the Small Business Program
• 10% for subscription renewals
• 10% for the Video, News, and Mini Apps Partner Programs

Apple's filing argues it "should be permitted to charge fees on in-app purchases made by users of its devices as a means to recoup its investments in the tools, technology, and services," and notes Google Play charges more — 20% standard, 15% for special programs, 10% on subscription renewals.

The filing came after the Supreme Court declined to pause proceedings in the long-running Epic Games case. Per 9to5Mac, Epic is contesting any rate above zero, arguing Apple's own filings put the marginal cost of a web purchase near nothing.

Nothing here is in effect. This is a proposal to a judge in active litigation, and the number can move in either direction.

Why the App Store link-out fee matters for your business

Model both cases now rather than after the ruling. If you run a small business app with a $29/month subscription, the difference between 0% and 5% is about $17 a year per customer — noise at 100 customers, a salary line at 20,000. At the standard 15% on a first-year subscription, link-outs stop being an arbitrage and start being a slightly cheaper version of in-app purchase, with all the checkout friction and none of the Apple conversion rate.

Three things worth doing this month:

Check your Small Business Program status. The proposed spread between 5% and 15% is the single biggest variable in the table, and enrollment is based on prior-year proceeds. Know which side of the line you're on.

Instrument the link-out funnel. You need real conversion numbers for web checkout versus in-app purchase before a commission change lands. Without them you'll be arguing from vibes about a decision worth six figures.

Stop treating the mobile app as the whole business. Every operator we've seen weather a platform rule change had a direct channel that didn't route through anyone's store — same pattern as merchants who own their storefront instead of renting distribution.

Sources: TechCrunch, 9to5Mac.