New war between Apple and Meta over changes to the App Store

Along with the news in iOS 16, iPadOS 16, and macOS Ventura, Apple also launched another novelty that has gone unnoticed by users: new App Store announcements and changes in in-app purchases. And along with it, the new tariffs that the company blames social networks for not being very happy with Meta (Facebook).

Mark Zuckerberg’s company has already complained that tracking protection systems in iOS 14 have significantly reduced its revenue. And not only that, the changes in the App Store have also been expanded, in addition to new announcements, to the App Store policies.

For now, Apple requires iOS developers to use in-app purchases for “push” sales. That is, for promotions within social networks that are available in the App Store.

This mostly applies to Facebook and Instagram (and others like TikTok) as they offer users to increase the reach of their posts through payment. Apple is the first to introduce a direct ad tax on iOS apps.. And this changes everything:

Clause 3.1.3(g) added: “Ads management applications: Applications designed solely to enable advertisers (individuals or entities promoting a product, service or event) to purchase and manage advertising campaigns in all types of media ( television, outdoor advertising, websites, apps, etc.) you do not need to use an in-app purchase. These apps are for campaign management purposes and do not display actual ads. Digital purchases of content that is experienced or consumed within the app, including the purchase of ads to be shown within the app itself (such as “push sales” for messages on a social media app), must use in-app purchases.

New App Store Rules

This shouldn’t be a problem, except that everything in-app purchases they also include what the developers call the Apple fee, a percentage the company withholds when you buy something from the store. And, as a rule, it is 30%.

Meta will have to pay more to Apple

In statements to The Vergeone of those in charge of Meta demonstrated the company’s frustration with the new App Store policy as it directly impacts the social media business in a way that was not intended until now:

Apple continues to develop its policy to grow its own business while undermining others in the digital economy. Apple has previously said it doesn’t take a cut of ad revenue from developers, but now it appears to have changed its mind. We remain committed to offering small businesses an easy way to advertise and grow their business on our apps.”

Meta representative of The Verge.

Pay to Promote Posts is an option available on many social apps in the App Store. And not only from Meta Apps, but also on Twitter and TikTok. Until now, those from the Meta have not used in-app purchasesbut from monday for sure.

App Store now shows ads for casino apps to many users

It makes sense that this is a cat-and-mouse game between Apple and Meta, but this, along with the new App Store ads, doesn’t sit well with many developers who see ads for casinos or betting apps.

Yes, they are two different issues, but both represent one of the central changes in the App Store since Monday, and both are related to Apple’s new App Store advertising policy.