Nobody likes the 30% AppStore fee, but it has never been a credit card processing cost.

It has always been a marketplace access fee.

That’s the principle of building malls and other commercial public spaces: they invest to create a space for people to flock into and advertise and maintain it.

That’s what you are paying for.

@Migueldeicaza What about "sideloading" (and the forbidding of it)? Should apps not installed from the "store" those still pay the "marketplace access fee"?

@asymco @Migueldeicaza

Why?

Why is this not equivalent to desktop software, where you can install applications from wherever you want, without paying a tithe to the OS and/or the hardware manufacturer?

@yivi @Migueldeicaza Because the PC market had retail markups on software (often above 40%). If Windows had controlled distribution Microsoft would have charged 40%. In the case of enterprise, the commission for salespeople is on average 20%. That goes to sales teams as they create market access but pricing is far above consumer.

@asymco @Migueldeicaza

Retail markup is fine. If I buy in your store, you apply your markup.

But I specifically asked about applications installed from without the App Store, and you said the 30% fee should apply to those as well.

When I ask why, you mention a non-analogous situation: retail markup. 🤷‍♂️

@asymco @yivi @Migueldeicaza Why are you completely ignoring the long rich history of shareware? Back then I never bought any retail software but paid for lots of Shareware.
@kalleboo @yivi @Migueldeicaza There are lots (a majority actually) of free apps and the economic activity transacting through the App Store is a tiny minority of the economic activity transacting on iOS. See graph. Note scale is measured in $10^12

@Migueldeicaza I think most people don't like it not because they see it as a hefty fee, but because they don't have a choice to sell elsewhere...

This is not because that marketplace is fantastic and the others suck, but because Apple makes it virtually impossible to sell elsewhere* with the excuse of security (clearly in bad faith), acting as a monopoly.

*Note: an app for iPhone is NOT the same product as an app for Android or other systems, as it requires explicit adjustments.

@Migueldeicaza

As a citizen/consumer, you can always choose to go to a different mall, or just independent small local stores.

As a user of Apple products, you don't have that same freedom of choice if you need/want to improve the functionality provided by the devices you own.

@castarco good observation. But they are choosing to target that platform. They could use the web. They are making a choice.

@castarco idk, in the metaphor of the “mall” I think you can easily make a case that Android is just another mall, so is the web, and you are very much able to sell your product (what, a mobile game?) in each location.

Malls provide you with all the infrastructure and tools you need to set up shop and peddle your wares, but the shop owner still needs to package, merchandise, advertise, etc their goods.

@Migueldeicaza Lock-in makes this a monopoly-like issue however
@jgordon @Migueldeicaza Not even close. Android market place is actually a thing.

@pmoeser @Migueldeicaza I meant I am locked in to Apple as a customer. There’s no exit for me. Functionally Apple is a monopoly for me. That’s true for many if not most Apple customers.

It’s the only mall I can go to. Ever.

@jgordon @pmoeser that’s like complaining you have an American passport. Oh noes, the burden! It hurts
@Migueldeicaza Wild how many people think the hardware and OS are public spaces, separate from the mall.
@clarko in full display in my mentions. I regret posting this lukewarm take :-)
@Migueldeicaza You’re also paying for an amazing development environment.
@djb_rh true. I happen to also enjoy it.
@djb_rh @Migueldeicaza *quits and relaunches Xcode for the third time again today*

@Migueldeicaza Key difference is that anyone is allowed to build another mall or venue but are unable to because the current mall owner doesn't allow it and removes the choice of shopping anywhere else.

Demands a cut of all sales and then tells you they are the only one who can provide value as they prevent anyone else from doing it.

@nunyab build pwa apps.
@Migueldeicaza @nunyab Are you being sarcastic? PWAs are severely crippled on iOS (guess why).
PWA on iOS - Current Status & Limitations for Users [2025]

PWAs are a thing, Apple can no longer ignore this fact. Did anything change in the latest OS? See what's new in PWA on iOS.

@Migueldeicaza The outlet mall is still under control of the same guy just a different set of restrictions.

Let the user decide how they transact with a third party. Apple can still keep their walled garden but not on a per transaction basis.

@Migueldeicaza fair enough. So why doesn’t Apple take a 30% cut of things I buy from Amazon?
@tom @Migueldeicaza They do if you buy digital items

@Migueldeicaza You’re forgetting one important point:
Apple also provides the means for that access. And I’m not talking about the app store but all those tools, APIs and systems. Those cost money too!
Of course Apple could charge users for it, but isn’t it fair that the people benefiting from it more directly also pay for it?
I say that as a Dev myself

When people talk about “back in the day” they often forget that the Developer Programs were also much much more expensive.

@Migueldeicaza This is a really healthy explanation.
@Migueldeicaza Yes. But if you think the rent for your shop in the mall is to expensive you can cancel it and move your shop to another mall…
@makzr @Migueldeicaza Yep. Android marketplace
@pmoeser @Migueldeicaza that’s not another mall, that’s another planet
@Migueldeicaza great analogy, and as with most marketplaces you can still transact with any seller outside that market. All you have to do is change cars (as your car is sold by the marketplace and only allows you to travel to their market) but never mind! You can just sell your car and buy the make of car that allows you to travel to the one other market! Who mysteriously charge near identical fees when you try to buy from the same seller!

@Migueldeicaza Ok but the tentants wouldn't complain so much if they didn't get stopped by security for inane reasons, rifraff walkway vendors allowed to set up shop, and scores of other things where the proprietor tries to prevent them from succeeding.

High rent prices for mid, if not low rent marketplace.

@Migueldeicaza
Your periodic reminder that the inventor of malls originally envisioned them as publicly funded. publicly accessible spaces where people could freely gather and socialize.

It was capitalists who decided to fill them with stores, and ads, make them private property, and charge everyone a fee to exist in what used to be public property.

@Migueldeicaza I like this analogy! Let’s also use it to explore the consumer experience: 
- One mall in town = all the shops are there; convenient, one-stop shopping. 👍
- Multiple malls (Apple, Epic, Meta, etc etc) = have to trek round all of them to get everything you need, or your users or family members need, and figure out parking, opening hours, and services at each; massive pain in the neck. 👎
I get why *developers* want out of the App Store, but as a *user*, it’s everything I want.
@Migueldeicaza Yes but there are lots of competing malls and your microwave works with all of them. Apple is the equivalent of buying a vendors microwave and then only being able to buy food from the vendors shop at 30% markup.

@etchedpixels you get to choose if you want to build microwaves that work on all malls or sold in your store. .net, flutter and the web all offer that.

The fee to sell on the AppStore is about accessing a specific marketplace. And you might be enticed to build products purely for that ecosystem.

@Migueldeicaza @etchedpixels this by the way is almost a perfect definition of rent seeking, and I'm sorely disappointed that you appear to be defending it.
@bert_hubert @etchedpixels it is not. Not my fault you conflate things.

@Migueldeicaza Only if you don't have market power - which apple certainly do.

March 7th will be interesting.

@etchedpixels I don’t follow your first paragraph response
@Migueldeicaza If you have market power then monopoly rules apply. It's all going to be irrelevant after March anyway 8)

@Migueldeicaza @etchedpixels I think you analogy there is flawed, and therefore you've just constructed a quaint straw man argument.

The concept that Apple treats the web akin to native is laughable.

Apple control what sellers sell fair more than any comparable or existing ecosystem. They abuse their monopoly/duopoly to control what people can do with their platform, and consistently gatekeep.

Allowing multiple app stores to compete on their platform would be a step forward.

@intrbiz @etchedpixels the analogy was there to help people understand. Feel free to debate the merits of my analogy - just don’t CC me.

The base line is simple: Apple charges a fee to access their market. It was stated in black and white in the epic trial.

@Migueldeicaza Well, except to stick to the mall comparison, most people I know are not doing their shopping in a mall. It is very much possible to open a store independent of a mall.
The correct comparison would be if there were only two mall companies in a country, and in order to sell to customers, you would have to be in any of the two companies malls. That would then be a monopoly that would need to be regulated, just like the mobile platforms are being regulated right now.
@pbeccard nah you can use the web or sell for PCs/Mac/free android
@Migueldeicaza PCs are not mobile platforms so not the right thing to compare with.
The web app is functionality wise not on par with native apps. We are talking about the company here that does not allow you to pick the engine/browser of your choice.
OK. Fine, let's call it an Oligopol (different name but not better). Just because Android exists does not mean Apple should not be regulated just because their market share (~30%) is smaller.
@pbeccard you haven’t said anything new We haven’t covered on the thread already - I refer you to it. Bye!

@Migueldeicaza I'm definitely fine paying that fee. But I also would like a possibility to NOT use the fancy mall access if I don't want to, and sell my stuff privately in the alley nearby 😉

Sadly without sideloading it's not possible 🤷‍♂️ You need to use the mall and obey to all the rules, which sometimes are arbitrary.

@kkolakowski @Migueldeicaza 100% this.
Apple wants to charge you to sell stuff in their fancy mall? This is fair.

But forbidding you from selling something on your own to an iPhone user is not ok and hopefully illegal. I don't pay $1k for my phone (with Apple's huge margin) to not own it.

@BartWronski @kkolakowski my initial comment is about the 30% for developers. As a consumer you can sideload apps: altstore.io
@Migueldeicaza @kkolakowski I genuinely had no idea it existed. Is this new? How it doesn't violate Apple rules?
@Migueldeicaza @BartWronski Yes, but this is one big hack basically (with great kudos to @rileytestut to actually did it!) - why I can't just copy an .ipa - let it be signed, notarized, disallowed from using Apple services like push notifications.
@kkolakowski altstore.io for iOS apps, and nobody is stopping you from selling direct - you just might need to build with other tools and support other platforms - like flutter or .net

@Migueldeicaza There are some people who like that fee very much.

Oddly, including a lot of your followers. [ apu diving dot gif ]