Apple lowers App Store commission rates; Tencent and other companies respond actively

Reporters learned from Apple’s official developer website that Apple will reduce the commission fee rate charged on mobile phones and tablets within China’s App Store.

The standard commission fee rate for in-app purchases and paid apps on the App will be lowered from the current 30% to 25%. Under the Apple Small Business Program (App Store Small Business Program) and the Mini Apps Partner Program, the commission fee rate for eligible Apple in-app purchases and the commission fee rate for automatic renewal subscriptions after the first year will be lowered from the current 15% to 12%.

As described, this adjustment to the commission fee rate will take effect starting March 15, 2026, and developers do not need to re-sign the terms.

Apple said it is committed to keeping terms fair and transparent for all developers, and will always provide App Store fee rates for developers distributing apps in China that are no higher than the overall fee rate level in other markets.

Data released by Apple in January this year shows that worldwide, more than 850 million users access the App Store every week. In 2025, the App Store’s access volumes in the United States, Japan, India, and China all hit new records.

In terms of revenue, Apple announced that since the App Store launched in 2008, developers selling digital products and services on this platform have cumulatively earned more than $550 billion in revenue. This figure represents only a small portion of the App Store’s overall transaction volume: in 2024, the App Store ecosystem enabled $1.3 trillion in developers’ operating revenue and sales, and more than 90% of this is fully owned by developers.

Games are an important application category among major app stores, including the App Store. For a long time, the high commission take rate charged by app stores has drawn sustained attention from the industry.

On November 14, 2025, Apple announced the launch of the “Mini Apps Partner Program.” For developers participating in this program, Apple will take a 15% cut of in-app purchase sales, which is half of the standard 30% cut. And according to Apple’s latest announcement, this commission fee rate will be lowered again to 12%.

A lower app store commission fee rate is good news for app developers—especially for the gaming industry—as it will raise the overall revenue level of game products and help the industry develop.

On March 13, Tencent responded, saying: “The company has noted that, as regulatory authorities have been actively driving it forward, Apple adjusted its App Store commission policy for China, which has thrilled the industry. This change reflects a response to and respect for the voices of Chinese users and the broad group of developers, and is a positive signal for helping the healthy development of the digital ecosystem.”

Tencent said that for all developers, a more open and win-win platform environment will be ushered in, which will help to stimulate innovation and drive the continued prosperity of the technology application ecosystem. Thanks to this, Tencent will continue to work hand in hand with partners as always to jointly provide users with better products and services.

On March 13, NetEase announced that the company learned that, with the active guidance and promotion of domestic regulatory authorities, Apple has announced it will lower the commission fee rate for the App Store in China. This adjustment to the commission policy is not only beneficial for promoting a virtuous cycle in the industry and achieving a win-win outcome for both the platform and developers, but also has long-term constructive significance for the prosperity of the ecosystem of China’s mobile internet applications as a whole (600941).

NetEase said it will continue to adhere to a user-first approach, increase investment in original content and technology R&D, and work with all parties to build a thriving ecosystem of original content.

On March 13, multiple gaming companies listed on the A-share market and the Hong Kong stock market saw their stock prices rise against the trend. By the close, among Hong Kong stocks, Tencent rose 0.18% and NetEase rose 0.5%; among A-share companies, Kainying Network (002517) rose nearly 5% at one point, closing up 2.77%.