What we're doing about the App Store's new rules for the US
Written by Harry Phillips
Updated at May 13th, 2025
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We want to update you on our plans for responding to the recent changes Apple has made to App Store rules in the United States. These updates, prompted by a major court ruling, impact how in-app purchases (IAP) and external payment links can be used in iOS (and iPadOS) apps. Here’s what you need to know about our approach, what’s changing, and what it means for you as our customer.
What’s Changed with Apple’s App Store Rules?
A recent U.S. court decision requires Apple to let apps direct users to their own websites for purchases, such as subscriptions and digital goods. This means apps can now include clear buttons or links that take users outside the app to complete purchases, bypassing Apple’s payment system and the typical 30% commission.
Apple is also prohibited from displaying “scare screens” or warning messages that discourage users from leaving the App Store to make a purchase. While Apple is appealing the decision, it has already updated its App Store guidelines to comply for now.
You can read more about the ruling and what it means in the grander scheme of things in our recent Media Bulletin post.
What We Know and Expect
Many U.S. customers are expected to explore or adopt the use of external links for purchases in order to avoid Apple’s in-app fees and the friction previously imposed by “scare screens” or extra steps.
For developers with global audiences, this means they may want to offer external links for U.S. users while maintaining traditional in-app purchasing flows elsewhere, as regional rules still vary and the new U.S. policy does not apply internationally.
The regulatory landscape remains in flux; for example, it is not yet fully clear whether all apps may or even must continue to offer Apple’s in-app purchase (IAP) option alongside external links. As the app ecosystem adapts to these significant changes, further clarification on what is permitted and required is expected in the coming weeks and months.
Our Plan for Supporting You
We’re committed to making some new options available to you quickly, enabling you to take advantage of the changed landscape, should you think it's the right thing for you and your business.
Storefront Awareness: We’re implementing a system that allows our app to detect which country’s App Store a user is in. This helps us show the right purchasing options to the right users.
Dynamic Paywall Buttons: Depending on the user’s location, we can display one of the following different purchasing buttons, or potentially combinations thereof, on the paywall:
- Apple IAP
- External Link Entitlement (ELE)
- External Link (EL) - US Only
We're already moving on these changes and will make them available to you as soon as we can, we'll also continue to refine them as we learn more from you and the evolving regulatory environment.
What You Need to Know as Our Customer
No action is required: Your current implementation remains legal and fully supported. You don’t need to make changes unless you want to utilise these new purchasing options.
A fluid situation: The regulatory environment is still shifting. New approaches carry risk of App Store rejection, but we’ll monitor developments closely and keep you informed. Apple have appealed this decision so there is at least a chance it is reversed or deferred and the previous rules reapplied.
More control and information: Unlike ELE you’ll be able to include query strings or access tokens in external purchase links, giving you more control over the resulting user experience
Seamless entitlement: This system will work particularly well with our upcoming two-stage paywalls. As most users will already have registered or signed in they'll seamlessly gain access to paywalled content when they return to the app after purchasing elsewhere.
Our Commitment
We’re dedicated to helping you navigate these changes smoothly and maximize your revenue opportunities. As the situation evolves, we’ll continue to adapt and keep you updated with clear guidance and technical support.
If you have questions or want to discuss your options, please reach out to your Customer Success Manager or support@pugpig.com.