[Asia Economy Reporter Kim Suhwan] Apple has decided to allow app developers to send promotional emails guiding users to use payment systems other than Apple's own payment system.
Previously, Apple had forced the use of its own payment system, sparking antitrust controversies. This policy change opens the way for app developers to use various payment systems.
According to CNBC on the 26th (local time), due to Apple's policy change, app developers can now send emails using user information to guide users to payment methods other than Apple's payment system.
Apple stated in a press release, "This is to allow developers to reach users through more diverse channels," and added, "If users use payment methods other than Apple's App Store, app developers do not have to pay fees to Apple."
This policy change follows a settlement between both parties in a lawsuit filed by app developers over Apple's in-app payment system.
However, Apple will continue to prohibit app developers from directly inducing users within the app to use payment systems other than Apple's.
App developers have criticized Apple for restricting competition by forcing the use of its own payment system and charging fees of up to 30% of the total payment amount.
In particular, when some apps such as the mobile game "Fortnite" bypassed Apple's payment system and used their own payment systems, Apple regarded this as a violation of the App Store guidelines and removed the apps from the App Store.
In response, Epic Games, the American game company that developed Fortnite, filed an antitrust lawsuit against Apple last year.
Additionally, European regulators have launched an investigation into whether Apple's practices constitute antitrust behavior.
Regarding Apple's policy change, Epic Games CEO Tim Sweeney criticized, "Apple is dividing app developers," and said, "They are adopting a strategy that brings some benefits to developers while naturally leading them to rely on Apple's monopolistic platform."
Furthermore, on the 25th, the so-called "Google Gapjil Prevention Act," which prevents app market platform operators such as Google and Apple from forcing the use of their own payment systems, passed the National Assembly's Legislation and Judiciary Committee, putting Apple on alert.
If this bill passes the plenary session, South Korea is expected to become the first country in the world to legally restrict platform operators from forcing their own payment systems.
At that time, Apple issued a statement on behalf of its headquarters, pointing out, "This amendment to the Telecommunications Business Act will expose users who purchase products through channels other than the App Store to fraud risks and weaken personal information protection functions."
Meanwhile, Apple has also announced additional policy changes.
For apps earning less than $1 million annually, the existing 30% payment fee will be reduced to 15%, and app developers will be allowed to freely set payment fees.
Additionally, Apple plans to publish an annual report disclosing the status of apps rejected from registration in its App Store, app search records and algorithms, and issues raised by app developers.
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