Apple Fined Half a Billion by EU — Is This the End of In-App Restrictions on iOS?

It’s July 2025, and Apple just lodged a formal appeal against the European Union’s €500 million (about USD 589 million) fine, slapped earlier this year for its refusal to allow developers to “steer” users towards making in-app purchases outside the App Store. This falls squarely under the App Store anti-steering saga, a longstanding gripe from developers who say Apple has been playing a little too gatekeeper-like with iOS payments.

Apple isn’t just mildly annoyed — the company straight-up blasted the EU, calling the ruling “unfair” and “far beyond what the law requires.” According to Apple, they’ve done everything necessary to comply with regulations, especially since the Digital Markets Act (DMA) came into force. The timing is spicy too, considering the Act pushes gatekeepers like Apple to open up their platforms — whether they like it or not.

Why Gamers and Devs Should Care

If you’re a gamer, especially one who plays titles like Genshin Impact or Fortnite, or you’re that dev trying to monetise your indie clicker game, this is huge news. The anti-steering policies have blocked developers from linking users directly to cheaper purchase options outside Apple’s tightly controlled payment system, meaning Apple takes a cut of up to 30% – enough money that could go into dev updates or making better skins in your favourite mobile RPGs, not Apple’s yacht collection.

Rewinding the Timeline: Epic and the Domino Effect

Remember the Epic Games Apple clash over Fortnite being pulled from the App Store in 2020? That’s where this all really flared up. Epic tried to sneak in its own payment system — Apple got mad — Fortnite got yeeted. Since then, Epic’s CEO Tim Sweeney has practically made it his side gig to campaign against Apple’s iOS payment rules.

Fast forward to now, and this fine by the EU stems from complaints filed back then. Apple reportedly created a system that doesn’t let apps “steer” users to pay elsewhere. Even worse (according to the EU regulators), Apple punished or threatened developers who dared to break that silence. That’s where the line got crossed, making this not just about money but market control.

How Apple Is Defending Itself

In the appeal filed at the EU General Court in Luxembourg, Apple’s lawyers claimed they’ve done what the DMA expects — tweak rules to allow limited steering via new App Store guidelines. They’re even arguing that Spotify (one of the original complainants) already has a significant edge over Apple Music in Europe. That’s a bold pitch, considering Spotify’s whole beef is about being blocked from informing users about external subscriptions. Apple’s pushback, in their words, comes because the fine is “not appropriate given the level of alleged harm.” Basically, Apple thinks they’re being targeted more as an emblem of Big Tech than for anything they’ve materially done wrong lately.

What Could Change for iOS Gaming?

If the EU sticks to its guns — and this kind of case usually ends up in the European Court of Justice eventually — then we might finally see a real loosening of iOS’ payment restrictions. That means:

• Mobile games could show in-game links that direct players to external payment options.
• Subscription-based games (looking at you, Apple Arcade rivals) might advertise better deals on their own websites.
• Developers could keep a bigger slice of revenue — more than the current 70% split.

That would radically shift how mobile games are monetised on iOS. Smaller devs might even stop bypassing iOS altogether because they finally see value in the platform not taxing them so hard.

Is the Walled Garden Finally Cracking?

Apple’s built its mobile ecosystem like a royal fortress — ultra-secure, super polished, and very locked down. But under pressure from global regulators and top publishers, the walled garden is beginning to show signs of wear. Especially in the EU, where Google, Meta, and Amazon are also under scrutiny for DMA compliance. This could snowball into broader reform. If Apple is forced to allow devs to communicate directly with users about outside purchasing options — without jumping through hoops or risking app bans — it would seriously rewire the mobile industry. And let’s be honest: no one wants to pay £9.99 (USD 13.54) for digital gems when the dev’s site offers them for £7.99 (USD 10.83).

Money Talks—So Does Strategy

This isn’t just about regulation. It’s about platform control in developer economies. The €500 million (about USD 589 million) isn’t massive for Apple financially, but it’s symbolically enormous. Whether Apple wins the appeal or not, change is already in the air. It’s a message to every mobile platform: open up or get clamped down. And if this ruling ripples into the U.S. or Asia? Even better. Maybe next time you’re crushing it in a new iOS hero shooter, what you pay — and where you pay — might actually feel fair.