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The mobile app economy in the United States has entered a new era. Following landmark court rulings against both Apple and Google in 2025, app publishers now have the freedom to implement alternative payment solutions for the first time in over a decade. This shift enables publishers to reclaim 20–25% of revenue previously lost to platform fees while gaining complete control over customer relationships and pricing strategies. Recent legal and regulatory decisions have also compelled Apple and Google to update their in-app payment policies. These changes create new opportunities for publishers to manage transactions independently and design user experiences that align with their business models.

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Apple’s policy change

On May 1, 2025, Apple eliminated all commissions on external payments for U.S. apps following a ruling by Judge Gonzalez Rogers on April 30, 2025. U.S. apps no longer require Apple’s permission to include external payment links. There are no entitlement applications, mandatory StoreKit APIs, commissions, or anti-steering restrictions. Publishers can now:
  • Communicate freely about pricing.
  • Promote external offers.
  • Direct users to web-based checkout flows.
  • Conduct transactions without paying Apple commissions.

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iOS implementation

Although Apple no longer mandates a specific technical implementation for external payment links, Safari View Controller (SFSafariViewController or SFSVC) remains the optimal choice for iOS payment flows for both user experience and security. This approach offers a combination of simplicity, reliability, and compliance that makes it well suited for implementing external payment flows on iOS. The following sections describe its main advantages.

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Security and trust

  • Operates out of process from the app, protecting user credentials.
  • Provides automatic SSL validation and familiar Safari security indicators.
  • Supports iCloud Keychain autofill and built-in content blockers.
  • Offers a consistent, trusted interface that reduces friction.

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Apple Pay integration

  • Enables Apple Pay directly within SFSVC-based web checkouts.
  • Supports one-tap payments with Face ID, stored cards, and shipping addresses.
  • Delivers conversion rate increases of 20–40% compared with manual card entry.

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Implementation steps

  • Add a clear “Buy on Web” button in your app with messaging about better pricing or exclusive offers.
  • When tapped, use the Appcharge iOS SDK to open your mobile checkout page in SFSVC.
  • The Appcharge Checkout screen displays automatically, and users can complete payment using Apple Pay, credit cards, PayPal, or other supported methods.

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Google’s policy change

The December 11, 2023, jury verdict in Epic Games v. Google found that Google engaged in illegal monopolistic practices. The permanent injunction issued on October 7, 2024, and upheld by the Ninth Circuit on July 31, 2025, required broad changes. As of October 29, 2025, Google can no longer:
  • Require Google Play Billing.
  • Prohibit alternative payment methods.
  • Restrict communication about external payment options.
  • Enforce price parity between in-app and external channels.
For U.S. publishers, these rulings create an opportunity for complete freedom to implement payment solutions that return revenue directly to their businesses.

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Android implementation

Google Play’s policy changes on October 29, 2025, established an open payment environment for the U.S. market. There are no requirements to use Google Play Billing, no restrictions on alternative payment methods, and no enforcement of price parity. For Android apps, direct in-app payment integration provides the best experience. Android’s architecture supports embedded payment flows, and users expect seamless checkout within the app. To achieve this experience effectively and maintain consistency across devices, developers should follow the best practices outlined below.

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Best practices

  • Implement Google Pay alongside traditional credit card entry directly within the app.
  • Offer Google Pay in the Appcharge Checkout.
  • Display the user’s last-used card and last four digits to create a personalized one-tap checkout experience.

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Compliance considerations

While U.S. apps now have full payment flexibility, publishers distributing in other regions must comply with local regulations:
  • The European Economic Area requires compliance with the Digital Markets Act (DMA).
  • South Korea, Japan, and India maintain their own alternative billing requirements.
  • A complete payment solution should include geolocation awareness and automatic compliance with regional policies.