A graphic illustrating the opposition from Epic Games and the Coalition for App Fairness against Apple’s updated App Store terms in Brazil. (Illustrative AI-generated image).
Apple Announces New App Store Terms in Brazil
Apple has introduced new rules for its App Store in Brazil, allowing developers to offer apps through alternative marketplaces and use payment systems other than Apple’s own. This significant shift comes after pressure from Brazilian authorities to open up the company’s app ecosystem.
The announcement, made on June 18, 2026, follows similar changes Apple made in the European Union. While distinct from the EU regulations, the Brazil move reflects a broader trend of Apple facing scrutiny over its historically strict App Store policies, which mandated the use of Apple’s platform and payment system, often with commissions up to 30 percent.
Under the new terms, developers in Brazil can now distribute their apps through third-party app stores and offer alternative in-app payment methods. This is a direct response to regulatory pressure from Brazilian competition authorities, who have been investigating Apple’s practices for potential anti-competitive behavior. The Brazilian market, one of the largest in Latin America, has long been a focus for regulators seeking to reduce the dominance of major tech platforms.
However, the specific details of the new terms have not been fully disclosed by Apple. The company typically releases such changes with a set of conditions, including commission structures for transactions that occur outside its own payment system. In the EU, for example, Apple still charges a reduced commission for apps distributed through alternative marketplaces, along with a per-install fee for apps that exceed a certain threshold. Critics expect similar conditions in Brazil, which would still impose significant costs on developers.
Epic Games, the maker of Fortnite and a long-time antagonist of Apple over App Store policies, was quick to criticize the new terms. The company has been in a legal battle with Apple since 2020, when it deliberately violated App Store rules to offer its own payment system, leading to its removal from the store. Epic Games has since led a global coalition of developers and companies pushing for more open app ecosystems. The Coalition for App Fairness, which Epic Games co-founded, also slammed the new terms, arguing that they are designed to give the appearance of compliance while maintaining Apple’s control and high fees.
The Coalition for App Fairness is a group of companies including Spotify, Tile, and others that have publicly advocated for fairer treatment on app stores. They have consistently argued that Apple’s 30% commission is excessive and that its rules prevent competition. In a statement, the coalition said that Apple’s new terms in Brazil are a step in the right direction but fall short of true openness. They noted that the terms still require developers to pay a commission on sales made through alternative payment systems, and that Apple can impose additional restrictions on how developers market their apps.
Apple’s new terms apply only to the Brazilian market for now, but they could set a precedent for other countries. Regulators in the United States, Europe, and Asia are watching closely. The U.S. Department of Justice has an ongoing antitrust case against Apple, while the European Union has already enacted the Digital Markets Act, which requires Apple to allow alternative app stores. Brazil’s move is part of a global trend where governments are pushing back against the power of big tech.
The timing of the announcement is notable. It comes just weeks after a Brazilian court ordered Apple to allow alternative payment methods in the country, following a lawsuit from local developers. Apple has appealed that decision, but the new terms suggest it is preparing to comply with the ruling. The company has not said when the new terms will take effect, but they are expected to be implemented in the coming months.
Epic Games has a history of legal battles with Apple over similar issues in the US and EU. In the US, a federal judge ruled that Apple must allow developers to link to outside payment systems, but the case is still under appeal. In the EU, Apple has already begun allowing alternative app stores, though it charges a fee for each install. Epic Games has called these changes a sham and has continued to push for more radical reforms.
The Coalition for App Fairness has been active in multiple countries, lobbying for legislation that would force Apple to open up its platform. They have supported bills in the US, such as the Open App Markets Act, and have worked with European regulators to shape the Digital Markets Act. In Brazil, they have been working with local developers to pressure the government to take action.
The new terms in Brazil are a significant development, but they are not the first time Apple has made concessions. In 2024, Apple allowed alternative app stores in the EU, but only after the Digital Markets Act was enacted. In Brazil, the pressure has come from a combination of court rulings and regulatory investigations. The Brazilian antitrust agency, CADE, has been investigating Apple since 2023, and has received complaints from local developers about the company’s practices.
Apple has defended its App Store policies, arguing that they are necessary to protect user security and privacy. The company says that allowing alternative payment methods could lead to fraud and data breaches. However, critics say that Apple’s real motive is to protect its revenue from the App Store, which generates billions of dollars each year. The 30% commission is a major source of profit for Apple, and any reduction could hurt its bottom line.
The announcement has been met with mixed reactions from developers. Some are excited about the possibility of lower fees and more competition, while others are skeptical that Apple will make the changes meaningful. The Coalition for App Fairness has called on Apple to release the full details of the new terms, so that developers can understand what they are agreeing to.
There is no indication of when the new terms will take effect, but Apple has said it will provide more information in the coming weeks. The company is likely to face continued pressure from regulators and developers to make further changes. The global debate over app store policies is far from over, and Brazil is just the latest battleground.
In summary, Apple’s new App Store terms in Brazil represent a significant but limited concession to regulatory pressure. While they allow alternative marketplaces and payment methods, critics argue they still impose restrictive conditions and high fees. Epic Games and the Coalition for App Fairness have slammed the terms as anti-competitive, and the broader global debate over app store policies continues. The changes are part of a trend where regulators and developers push for more open app ecosystems, and Apple’s response will be closely watched.
