Apple must allow External Payment Links: What Epic vs. Apple’s ruling means for developers, PMs, and marketers

Apple's recent update to its App Review Guidelines, in compliance with a U.S. court decision, allows developers to include external payment links in U.S. iOS apps, though most apps must still offer In-App Purchases (IAP). This change particularly benefits "reader" apps like Spotify, which already use external payments, but some non-reader apps have also been approved without IAP, potentially due to implementation speed. The court ruling prevents Apple from charging its usual 30% commission on external purchases, allowing developers to retain more revenue and integrate their own payment systems, which could enhance cross-platform experiences and provide greater monetization flexibility. This decision opens new opportunities for developers, product managers, and marketers to experiment with payment flows, pricing strategies, and customer engagement, increasing potential revenue and user acquisition. The industry is actively discussing these changes, with developers and companies like RevenueCat quickly adapting to support external payment options, demonstrating the immediate impact and ongoing adjustments resulting from the ruling.