App Store under pressure: Japan forces Apple to make radical changes

The 2025 news that no one in Cupertino wanted to announce has nonetheless arrived. Apple has announced the opening of iOS to alternative stores in Japan, thus complying with the Mobile Software Competition Act (MSCA). This move is not a voluntary choice by the tech giant but a forced response to regulatory pressures in one of its most important markets.

This development in Japan fits into a global context where Apple is losing battle after battle. In Europe, the Digital Markets Act (DMA) has already forced the company to make similar concessions. In the United States, the verdict in the Epic Games vs. Apple case has mandated significant changes to the iOS payment system. Now, it’s Japan’s turn.

Apple’s architecture to limit damage

Apple is not ceding ground without a fight. To manage the opening to alternative stores, it has implemented a “Notarization” process developed in collaboration with Japanese regulatory authorities. The system is presented as a protection against malware, fraud, and inappropriate content, especially for minors. However, this structure also represents a sophisticated mechanism to control the flow of alternative applications.

More importantly, Apple has structured a complex fee model. Developers using third-party payment systems will still have to pay a 21% commission to Apple. This is the same approach implemented in Europe: seemingly maintaining the principle of the law while preserving profit margins through alternative commissions.

Tim Sweeney and Epic Games: the rejection is clear

Tim Sweeney, CEO of Epic Games, has not accepted this compromise solution. He publicly stated that Fortnite will not return to iOS in Japan in 2025, precisely because of the fee structure set up by Apple.

On X, Sweeney labeled Apple’s announcement as “another parody of obstruction” that disrespects Japanese authorities. The Epic Games executive highlighted the contrast with the behavior of other providers like Microsoft, suggesting that no game platform provider would impose such strict payment restrictions. According to Sweeney, Apple has “chosen poorly” once again.

Market implications

This scenario in Japan likely foreshadows future global developments. Developers have until March 17, 2026, to comply with the new terms of the Apple Developer Program, which will include specific options for the Japanese market.

The real challenge for Apple is not just complying with antitrust regulations; it’s doing so without significantly sacrificing App Store revenues, which remain a crucial source of profit for the company.