Apple proposes to take a 15% cut of purchases made outside the App Store

Apple's latest court filing is a masterclass in controlled concession. The company has proposed allowing developers to link out to external payment systems, but only if Apple still takes a 15% cut of every transaction. On its face, this looks like a step toward openness. In practice, it is a carefully measured retreat designed to preserve the core of the App Store's economics while giving the court just enough to consider the matter resolved.

The number itself is telling. Fifteen percent is half of the standard 30% commission, and it matches the rate Apple already charges small businesses. By anchoring the proposal to an existing tier, Apple frames the ask as reasonable and consistent. But the real leverage is in the condition: the commission applies to purchases made through external links, meaning Apple collects revenue even when it provides no payment processing, no hosting, and no direct service. The proposal is not about letting go; it is about redefining the toll booth.

For Epic Games and other critics, this is unlikely to satisfy. The original complaint was never just about the percentage. It was about control over the distribution channel and the ability to bypass Apple's ecosystem entirely. A 15% cut on off-platform purchases still leaves Apple with a hand in every transaction, and it does nothing to address the broader question of whether a platform holder should be able to tax commerce that happens beyond its walls.

The timing is also deliberate. With the injunction from the earlier ruling still in play, Apple needs to show good faith. Offering a reduced rate is a strategic move to shape the final remedy, rather than risk a judge imposing something harsher. It is a negotiation tactic dressed as a compromise, and it signals that Apple is willing to bend on the number, but not on the principle.

For developers, the practical impact is mixed. Those who already use external links may see their effective rate drop, but the new fee structure adds complexity to pricing and compliance. The promise of lower commissions comes with new accounting obligations, and the savings may be eaten by the cost of building and maintaining separate payment flows. The real winners are likely to be large developers with the resources to navigate the system, while smaller players may find the trade-off less attractive than it appears.

This is not a story about Apple suddenly embracing competition. It is a story about a company calculating how much it can concede without losing its grip. The court will decide whether that calculation holds, but the proposal itself reveals a simple truth: in the App Store economy, the toll booth is not going anywhere. It is just changing its price.