In a landmark move that continues to chip away at Apple's tightly controlled iOS ecosystem, Brazil's Administrative Council for Economic Defense (CADE) has approved a settlement with the tech giant, compelling it to allow alternative app stores and external payment options on iPhones in the country.
This agreement, announced in late December 2025, marks Brazil as the third major jurisdiction - following the European Union and South Korea - to force Apple to loosen its grip on app distribution and monetization. The decision stems from a protracted antitrust investigation launched in 2022, highlighting growing global scrutiny of Big Tech's dominance in digital markets.
As regulators worldwide push for fairer competition, this development could signal further erosion of Apple's "walled garden" model, potentially reshaping how billions of users access and pay for apps.
The Backstory: From Investigation to Settlement
The CADE probe began in 2022, triggered by complaints from developers and consumer groups about Apple's restrictive App Store policies. Key allegations mirrored those seen in similar cases globally: Apple's prohibition on third-party app marketplaces, mandatory use of its in-app payment system (which takes a 30% cut on most transactions), and restrictions preventing developers from informing users about cheaper external payment alternatives.
These practices were accused of stifling competition, inflating prices, and limiting consumer choice - issues that have fueled antitrust actions in multiple countries.
After three years of legal wrangling, Apple agreed to the settlement to avoid further penalties, which could have included fines up to 10% of its global revenue under Brazilian competition law. The deal, effective for three years starting from implementation, requires Apple to roll out changes within 105 days - likely by April 2026.
This timeline aligns with Apple's pattern of compliance in other regions, where it has introduced reforms under regulatory pressure while maintaining as much control as possible.
Broader context reveals that Apple's App Store generates over $85 billion annually for developers, but the company's 30% commission - often dubbed the "Apple Tax" - has drawn fire for years. In 2024 alone, global antitrust fines against Apple exceeded €2 billion, including a €1.8 billion penalty from the EU for anti-steering rules in music streaming apps. Brazil's action adds to this momentum, with CADE emphasizing that the settlement promotes "fair competition in the digital economy."
Unpacking the New Fee Structure: A Tiered Approach to Compliance
The settlement introduces a nuanced commission system designed to balance developer flexibility with Apple's revenue interests.
Here's how it breaks down:
- Text-Only Mentions of Alternatives: Developers can inform users about external payment options via plain text (e.g., "Pay directly on our website for a discount") without any fee from Apple—0% commission.
- Clickable Links or Buttons: Adding interactivity, such as a button or hyperlink directing users to an external site, incurs a 15% fee on the transaction.
- Using Apple's Payment System: For transactions processed through Apple's in-app purchase system, commissions remain standard - 10-25% depending on the app's category or developer program - plus an additional 5% transaction fee in some cases.
- Third-Party App Stores: Alternative marketplaces will be subject to a 5% Core Technology Fee (CTF), a levy Apple has implemented in other regions to cover ongoing iOS development and security costs.
This structure is more developer-friendly than Apple's initial EU compliance, where the CTF starts at €0.50 per install after the first million annually, potentially deterring free apps. In Brazil, CADE has mandated that any "warning screens" about external payments must be neutral and objective, without scare tactics or unnecessary barriers — a stricter stipulation than in Europe, where Apple's warnings have been criticized as overly alarmist.
Industry analysts note that while these changes could reduce costs for developers like Epic Games or Spotify, who have long battled Apple's policies, the fees still allow Apple to capture significant revenue. For instance, in South Korea, where similar rules took effect in 2022, external payments have seen limited adoption due to lingering commissions of up to 26%.
Brazil vs. the World: How It Stacks Up Against EU and South Korea
Brazil's settlement positions it as a frontrunner in Latin America, but it's part of a global wave of digital market regulations. The European Union's Digital Markets Act (DMA), effective since 2024, requires gatekeepers like Apple to permit sideloading and alternative stores across 27 member states.
However, Apple's EU implementation has faced backlash: developers complain about the CTF and complex entitlement processes, leading to ongoing probes and a €500 million fine for DMA violations in 2025.
South Korea's 2021 amendment to its Telecommunications Business Act was the first to mandate external payments, but enforcement has been sluggish, with Apple charging 26% on third-party transactions - only slightly below its standard rate.
Brazil's model appears tougher: by capping external link fees at 15% and enforcing neutral warnings, CADE aims to encourage genuine competition, potentially leading to lower prices for consumers. Unlike the EU's broad DMA, which also targets Meta and Google, Brazil's focus is narrower but more prescriptive on user interfaces.
Japan has followed suit in 2025, allowing alternative stores under its Act on Promotion of Competition for Specified Smartphone Software, making it the fourth jurisdiction to crack Apple's ecosystem. These moves reflect a broader trend: countries like India and the UK are considering similar laws, while the U.S. lags, with stalled bills like the Open App Markets Act despite ongoing DOJ lawsuits against Apple.
Implications for Developers, Consumers, and the Tech Giant
For developers, the Brazilian changes offer new revenue opportunities, potentially saving millions in fees. Small studios, which make up 90% of App Store developers, could benefit most from zero-fee text mentions, though larger ones like Netflix might push for full external processing. Consumers stand to gain from increased choice and possibly lower prices, as competition could drive down in-app costs.
Apple, however, maintains that these reforms threaten user privacy and security, echoing arguments used in EU disputes. Critics argue this is a stalling tactic; in reality, Apple's services revenue hit $96 billion in fiscal 2025, underscoring the App Store's profitability.
As more countries adopt DMA-like frameworks - Brazil's inspired by the EU's - Apple may face a fragmented global strategy, increasing compliance costs estimated at $1-2 billion annually.
In conclusion, Brazil's CADE settlement is more than a local win; it's a bellwether for global antitrust enforcement in tech. By demanding transparency and lower barriers, it sets a precedent that could inspire regulators elsewhere, ultimately fostering a more open digital economy. As Apple navigates these changes, the era of unchallenged app store dominance appears to be waning.
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Author: Slava Vasipenok
Founder and CEO of QUASA (quasa.io) - Daily insights on Web3, AI, Crypto, and Freelance. Stay updated on finance, technology trends, and creator tools - with sources and real value.
Innovative entrepreneur with over 20 years of experience in IT, fintech, and blockchain. Specializes in decentralized solutions for freelancing, helping to overcome the barriers of traditional finance, especially in developing regions.
