The iPhone ecosystem is once again under scrutiny. After years of defending a closed model, Apple has agreed in Brazil to open iOS to... third-party app stores and payment methods external to your system to settle an investigation into possible anti-competitive practices initiated by the country's regulator.
This change, although currently limited to the Brazilian market, is interpreted as a new precedent for regulators in the European Union and the rest of Europewho have long questioned the almost absolute control that Apple exerts over app distribution and billing within its mobile platform.
A three-year conflict: from MercadoLibre's complaint to the agreement with CADE
The origin of this shift dates back to 2022, when MercadoLibre, an e-commerce giant with a presence throughout Latin AmericaThe company filed a complaint with the Conselho Administrativo de Defesa Econômica (CADE), Brazil's competition authority. The company argued that the App Store rules in iOS Brazil unduly restricted the distribution of digital goods and the use of alternative payment systems.
According to the complaint, Apple In practice, it forced users to use its own in-app purchase system. and their payment processing method, limiting or outright prohibiting developers from redirecting users to other gateways or displaying clear information about external options.
Following that complaint, CADE opened an administrative procedure that escalated over time. In 2024, the agency issued a ruling preventive measures against Apple to curb behaviors that it considered restrictive of competition in the iOS ecosystem, in line with what was already being discussed in the European Union, the United States, Japan or South Korea.
In a later phase, in early 2025, the regulator's technical team recommended an unfavorable resolution for the company, and the case was transferred to the internal collegiate body of CADE, responsible for making the final decision. It was then that negotiations intensified to end the conflict through a formal agreement.
Throughout this process, MercadoLibre insisted that the App Store model It made access to certain content more expensive and limited innovationThis effectively reduces developers' freedom to choose how to charge and which distribution channels to use. While the company acknowledges progress with the current agreement, it believes the new rules only partially address the imbalance.
The Cease and Desist Commitment Term: alternative stores and third-party payments
The outcome has come with CADE's approval of a Termination Commitment Term (TCC), a common figure in Brazilian competition law that allows an investigation to be closed if the company involved assumes a series of clear and verifiable obligations.
The central point of the TCC is that Apple will have to allow alternative channels for distributing iOS apps in Brazil.This includes both “sideloading” —installing apps from sources other than the official App Store— and the creation and operation of third-party app stores for iPhone and iPad that will coexist with the company's official store.
In parallel, the agreement requires that the applications be able to integrate external supplier payment systems Alongside Apple's in-app purchase mechanism, developers will have the flexibility to include buttons or links within their apps that direct users to websites to complete transactions, something that was previously very restricted.
One particularly sensitive aspect is the handling of user information. The TCC text requires that The messages and notices that Apple displays when using alternative stores or payment methods should have a neutral and objective tone.In practice, this prevents the company from designing flows or screens that, without prohibiting these options, present them as less safe or less advisable in an unjustified way.
Furthermore, the agreement stipulates that iPhone owners in Brazil will have Freedom to make purchases and subscriptions outside the App Storewhether through new third-party stores or through external links included in the applications, significantly expanding consumption options within the iOS ecosystem.
Deadlines, duration of the agreement and CADE supervision
The timeline agreed upon with the regulator is relatively tight. Apple has 105 days to implement all technical changes These changes, foreseen in the TCC, will take effect once the new conditions become mandatory for developers. Various expert sources suggest that these modifications could be integrated into a future iOS update, following a similar approach to that used in the European Union.
Once the adaptation is complete, the agreement will have a initial validity of three yearsDuring this time, CADE will closely monitor compliance with the imposed obligations, requiring periodic reports and reserving the right to carry out additional checks if it detects signs of non-compliance.
The administrative process initiated by the regulator is formally suspended, but not falsely closed. If it is determined that Apple is not effectively implementing the agreed measures or introduces new practices that may be considered anti-competitive, CADE may reactivate the investigation and adopt other more severe decisions.
As part of the agreement, the US company has also agreed withdraw a previous lawsuit with which it questioned the precautionary measures issued in 2024. This step eliminates one of the open legal fronts and reinforces the route of the administrative agreement as the main mechanism to channel the conflict.
The regulator has made it clear that, in the event of total non-compliance with the obligations set out in the TCC, it may impose penalties on Apple. fines of up to 150 million Brazilian reais (about 27 million dollars at the approximate exchange rate of 1 = 5,5375 reais), in addition to reactivating the preventive measures that had already been applied.
New commission structure for the App Store and third-party stores
Beyond technological openness, the TCC significantly redesigns the commission structure that Apple will apply in BrazilThis applies both to purchases within the App Store and to new distribution and payment methods. The scheme is based on models the company is deploying in the European Union, Japan, and the United States, adapted to the Brazilian context.
For in-app purchases that continue to be managed entirely through the App StoreA tiered fee system is maintained: a standard commission of 25% and a reduced rate of 10% for certain programs or developers that meet certain criteria, such as small businesses or projects included in specific initiatives.
The agreement also introduces a modality with 5% commission when the developer chooses to use Apple's payment system under very specific conditions set out in the TCC itself. This option is presented as an intermediate solution for those who want to take advantage of the company's infrastructure in exchange for a lower rate.
In applications distributed from the App Store that redirect the user to an external website to complete the paymentThe text distinguishes between two scenarios. If the app only displays an informational message, without links or clickable buttons, that mention will not generate an additional charge for the developer.
However, when the application includes a active button or link that leads directly to the external payment gatewayApple will be able to charge a 15% commission on transactions linked to this payment flow. This detail is key for services that want to integrate their own payment gateways into the app's user experience without sacrificing the visibility provided by the App Store.
Finally, the TCC defines the economic framework for the alternative app stores that operate on iOS BrazilThese platforms will have to pay a so-called Core Technology Fee of 5%, intended to compensate Apple for the use of its operating system, infrastructure and development tools, even when downloads are not made through the official store.
Apple's position: security, privacy, and risks assumed
In its public communications, Apple emphasizes that it will introduce these changes. to meet CADE's requirementsHowever, the company insists that this is not a voluntary choice of business model. It emphasizes that, in its opinion, opening up to third-party stores and external payments increases the risks to user privacy and security.
The California-based firm maintains that it has worked to maintain certain safeguards against potential threatsespecially regarding the protection of younger or vulnerable users. However, it acknowledges that these additional barriers will not completely eliminate the dangers associated with installing software from external sources or using third-party payment processors.
This argument aligns with Apple's stance in other markets where it has been forced to relax its controls, such as the European Union and Japan. In all these cases, the company maintains that its traditional approach—a single App Store, with pre-screening and control of the payment system— It allows it to offer a very high level of protection against malware, fraud or abuse in subscriptions.
At the same time, the company is trying to make it clear that, despite the imposed openness, iOS will remain a relatively secure platform Thanks to a combination of technical requirements, audits, and warning messages, even when accessing external stores or payment gateways other than your own.
This equilibrium The balance between regulatory compliance and preserving its security narrative will be crucial in determining, over time, whether Brazilian users actually perceive an increase in risks or whether, on the contrary, the new options are integrated normally into their daily lives.
A movement framed within global regulatory pressure
Brazil's decision is not an isolated phenomenon. The Trade Agreement approved by CADE places the country in a position of strength. within an international trend of increased scrutiny of major mobile platformsespecially regarding the control of app stores and payment systems within closed ecosystems.
In the European Union, the Digital Markets Act (DMA) has already forced Apple to allow the so-called “alternative distribution of applications” It is already opening up to third-party payment solutions in certain cases. The EU approach aims precisely to limit the ability of large technology companies to act as exclusive “gatekeepers” of key channels in the digital economy.
Japan has approved its own Smartphone Software Competition ActThis also calls for changes to the iOS model, while South Korea and the United States are analyzing or promoting initiatives with similar objectives. In all these cases, the underlying idea is to prevent a single player from imposing conditions considered abusive in a market essential for developers and consumers.
Within this map, Brazil joins the short list of jurisdictions that They have managed to force a concrete opening of the iOS ecosystemalong with the European Union and the Japanese market. Although each country applies its own formulas, the practical result is that Apple's original model—with a single App Store and an exclusive payment system—is losing ground.
For Apple, this scenario presents the challenge of adapting the same operating system to multiple regulatory frameworkswith different rules depending on the territory. This complicates the technical and commercial management of iOS, but it also opens the door for some countries, such as Brazil or the EU members, to become a benchmark for future decisions in other regions.
Impact on developers, users and debates in Europe
From the perspective of Brazilian developers, the new situation presents the possibility of explore distribution and collection models that were previously very difficult or simply unfeasibleLarge content platforms, streaming services, video game companies, or small startups can assess whether it's worthwhile to create their own store, integrate into alternative marketplaces, or continue relying exclusively on the App Store.
For users, the change can translate into More options when downloading apps and paying for digital servicesSome will continue to rely on the official Apple store for convenience or trust, while others will take advantage of new avenues to find more competitive prices, different promotions, or more flexible subscription options.
Various analyses suggest that, as Apple implements the changes, alternative stores like AltStore or other similar options They could start becoming available for iPhones configured for Brazil. The key will be to see how easy the installation and use of these platforms is for the average user.
In Europe, and especially in the European Union, the Brazilian case will be followed as an additional laboratory to evaluate the effectiveness of the openings that are being imposed on Apple. Although the DMA already sets a clear path, the specific details—commission levels, message neutrality, actual ease of using external gateways—remain the subject of intense debate.
With this agreement, Brazil joins the short list of countries that have forced Apple to partially open one of the most closed mobile ecosystems on the marketAlthough the new rules apply only to iPhones configured for that country, their effects transcend national borders: they offer a roadmap on how the entry of third-party App Stores and external payments into iOS can be forced, and serve as a direct reference for debates in Spain and the rest of Europe on competition, user protection and the future of large technology platforms.