Epic Games Criticizes Apple’s New App Store Rules in Brazil
Apple has updated its App Store guidelines to permit developers in Brazil to distribute apps through alternative marketplaces and use non-Apple payment systems, according to a June 19, 2026 report by 9to5Mac. The change, which applies to apps available in Brazil, marks a shift in Apple’s long-standing policy of requiring all apps to use its proprietary payment system and distribution channels.
The update follows pressure from Brazilian regulators and advocacy groups, including the Coalition for App Fairness, which has criticized Apple’s App Store policies as anticompetitive. Epic Games, the developer of Fortnite, also condemned the revised terms, arguing that the changes do not go far enough to address broader concerns about app store monopolies.
Context of the App Store Policy Shift
Apple’s App Store has historically required developers to use its in-app purchase system, which charges a 30% commission on digital transactions. The company has faced legal challenges in multiple jurisdictions, including the European Union and the United States, over these practices. In Brazil, the new guidelines allow developers to direct users to external payment methods and third-party app stores, but only for apps distributed through Apple’s platform.
The shift aligns with broader regulatory trends targeting tech giants. Brazil’s National Telecommunications Agency (Anatel) and the Federal Trade Commission (Cade) have previously investigated Apple’s App Store policies, citing potential violations of competition laws. A 2025 court ruling in Brazil ordered Apple to permit alternative payment systems for apps, a directive that likely influenced the company’s decision to adjust its guidelines.
Industry Reactions and Implications
Epic Games, which has been at the forefront of legal battles against Apple’s App Store policies, issued a statement criticizing the revised terms. “While this change is a step in the right direction, it fails to address the systemic issues that harm developers and consumers,” said a spokesperson for Epic. The company has previously filed lawsuits against Apple in multiple countries, alleging that the 30% commission constitutes an unfair monopoly.
The Coalition for App Fairness, a group advocating for app store reform, echoed similar concerns. “Apple’s updated guidelines in Brazil are a symbolic gesture rather than a meaningful reform,” said a representative from the coalition. “True competition requires eliminating the 30% fee and allowing developers to bypass the App Store entirely.”
The change could have ripple effects for other regions where Apple faces regulatory scrutiny. In the European Union, the Digital Markets Act (DMA) requires large platforms like Apple to allow alternative app stores and payment systems. While Apple has complied with some DMA requirements, the company has resisted others, such as allowing third-party app distribution on iOS. The Brazil policy shift may signal a broader strategy to preemptively address regulatory demands in multiple markets.
What Comes Next
Apple has not yet commented on the specific implications of the updated guidelines for developers in Brazil. However, the company’s decision to permit alternative payment methods suggests a willingness to adapt to regulatory pressures. Developers in Brazil will now need to navigate the new rules, which require transparency about alternative payment options and compliance with Apple’s content policies.
Regulators in Brazil are expected to monitor the implementation of the changes closely. Anatel officials have indicated they will assess whether the updated guidelines effectively promote competition or merely serve as a public relations move by Apple. Meanwhile, advocacy groups are likely to continue pushing for more sweeping reforms, including the removal of the 30% commission fee.
The outcome of this development could set a precedent for how tech companies respond to regulatory challenges globally. If Apple’s approach in Brazil is adopted in other regions, it may signal a shift toward more flexible app store policies. However, without structural changes to the App Store’s revenue model, critics argue that the platform will continue to dominate the mobile ecosystem unfairly.