The "Apple tax" has been reduced!

Just now, the “Apple Tax” has been reduced in China!

Apple announced an adjustment to its commission policy for the App Store in mainland China, where the standard commission rate for in-app purchases and paid apps will be reduced from the current 30% to 25%; the commission rates for small developers, mini-programs, and auto-renewing subscriptions will be lowered from 15% to 12%.

More importantly, Apple promised to always offer competitive commission rates to Chinese developers that are not higher than the overall rate levels in other markets.

What is the “Apple Tax”?

The “Apple Tax” refers to the commission that Apple charges app developers for providing the Apple App Store and in-app payment services. Consumers buy paid apps, and Apple takes a cut; when consumers recharge or purchase virtual digital goods and services within free apps, Apple also takes a cut. For example, on live streaming platforms, consumers recharge 10 yuan to get 100 diamonds on Android phones, but only get 70 diamonds on Apple phones. Apple can be said to “take a cut as it passes by.”

Why did Apple lower the “Apple Tax”?

Apple’s official statement revealed a key piece of information: the adjustment was made “based on communication with Chinese regulatory authorities.” Considering the scope of this adjustment and Apple’s attitude, it is not hard to infer that Chinese regulators have exerted effective pressure on them.

In fact, the “Apple Tax” is being reduced worldwide. In recent years, countless developers, regulators, user groups, and even governments have challenged Apple’s high commissions. According to incomplete statistics, due to allegations of monopoly in the Apple App Store, Apple has been sued, investigated, reported, and legislatively restricted in at least 10 countries and regions globally. Under anti-monopoly regulatory pressure, Apple has already lowered commissions in multiple countries and regions.

This time, Apple lowered the Chinese App Store commission “based on communication with Chinese regulatory authorities,” which not only improves the treatment level for Chinese developers but also reflects that Chinese regulators are continuously improving digital market rules and enhancing regulatory discourse power as they promote normalized anti-monopoly regulation.

The reduction of the “Apple Tax” in China this time

What are the highlights?

Previously, Apple implemented a uniform developer fee rate of 30% for standard developers and 15% for small developers worldwide. In recent years, under external legal and judicial pressure, Apple has adopted new commission models and other methods to gradually reduce the “Apple Tax.”

There are two major highlights in this Chinese reduction:

一 is the direct reduction of the commission rate. Industry developers’ comprehensive calculations indicate that the new rate has basically reached the lowest overall rate globally. Compared with existing commission models in other countries and regions, this adjustment in China does not include charges for core technology fees or other costs, avoiding “hidden increases” such as Japan’s additional payment processing fees outside the commission. Previously, Apple’s compliance adjustments abroad were widely criticized, with many small and medium developers collectively voicing that their overall costs did not decrease but instead increased, further intensifying operational pressures.

二 is the alignment with international trends. Apple stated it will always keep its overall rate level at or below that of other countries and regions. If Apple later reduces its “Apple Tax” rates in other countries and regions, the rate in China will also be lowered accordingly. This adjustment not only effectively eliminates the discriminatory treatment previously faced by Chinese developers but also establishes a long-term mechanism to ensure that Chinese developers can operate in a fair, reasonable, and non-discriminatory business environment.

What are the benefits of the “Apple Tax” reduction?

For developers, Apple’s direct reduction of the commission rate will significantly increase their net profits. According to estimates, this rate adjustment will reduce costs for China’s 5 million developers by over 6 billion yuan annually, helping Chinese companies participate fairly in international competition and industry innovation.

For consumers, the premium prices for digital goods and services on iOS will gradually disappear, and prices for memberships, game recharges, live streaming tips, mini-programs, and other scenarios are expected to decline. This is genuine consumer benefit for China’s 270 million iOS users.

For Apple, shifting its business model from merely collecting tolls to providing better services to attract developer payments can help Apple regain developers’ favor, strengthen its ecosystem, and better compete against the Android camp or emerging AI operating systems.

For the entire industry, the reduction of the “Apple Tax” acts as a catalyst, promoting the creation of a more open, diverse, and innovative digital ecosystem. The power dynamics among platforms, developers, and users are expected to be rewritten. The entire digital ecosystem will become more open and fair, better prepared for the era of artificial intelligence.

Currently, China’s digital economy is transitioning from “Internet Plus” to “Artificial Intelligence Plus.” This year’s government work report explicitly proposed “building a new form of intelligent economy.” We must seize the opportunities presented by AI development, expand AI’s role across various industries, and quickly open new space for economic growth, cultivating new models and strengthening new drivers.

China actively participates in shaping global digital governance rules, promoting a more balanced, open, and inclusive digital ecosystem. This not only injects strong momentum into high-quality economic development but also contributes more Chinese strength to the sustainable development of the global digital economy.