Apple has announced sweeping changes to the App Store and iPhone experience in Japan, marking one of the company’s most significant regional policy shifts in recent years.
The updates come as Apple moves to comply with Japan’s Mobile Software Competition Act (MSCA), a new law aimed at increasing competition in mobile software distribution and payments.
Unlike similar regulations in the European Union, Apple says Japan’s approach strikes a better balance between openness and user protection. Still, the changes represent a meaningful shift in how apps are distributed, paid for, and managed on iPhone in Japan.
Here is what’s changing, and why it matters.
Alternative App Marketplaces are Coming to Japan
For the first time, developers in Japan will be allowed to distribute iOS apps through alternative app marketplaces instead of being limited exclusively to the App Store.
Apple will continue to run a baseline Notarization review for all apps, regardless of how they are distributed. This process focuses on security and basic functionality, ensuring apps do not contain malware, scams, or hidden threats. Apple is clearly drawing a line here: more choice for developers, but not at the cost of platform safety.
Related: iOS 26.2 Lets iPhone Users in Japan Replace Siri With Third-Party Assistants on Side Button
Notably, Apple will not be required to allow direct web downloads of iOS apps in Japan. This is a key difference from the EU’s Digital Markets Act and one Apple has openly praised as a more responsible compromise.
New Payment Options for App Store Apps
The App Store in Japan is also getting expanded payment flexibility.
Developers can still use Apple’s In-App Purchase system with no changes. But they now have additional options for digital goods and services:
- Using a third-party payment processor inside the app
- Linking users to an external website to complete purchases
There is one important caveat. If an app offers alternative payments, Apple’s In-App Purchase option must still be shown alongside it. Developers cannot remove Apple’s system entirely.
This approach feels very Apple. It technically opens the door to alternatives while ensuring Apple’s own solution remains front and center.
Updated Business Terms and Commissions
As expected, Apple is introducing a new set of business terms to go with these changes.
Key highlights include:
- App Store commissions reduced to 10 percent for Small Business Program members and long-term subscriptions
- A standard 21 percent commission for digital goods sold through the App Store
- A 5 percent payment processing fee when using Apple In-App Purchase
- A 15 percent commission for purchases completed on a linked website
- A new 5 percent Core Technology Commission for apps distributed outside the App Store
Apple frames the Core Technology Commission as compensation for the tools, APIs, and infrastructure developers still rely on, even when distributing apps elsewhere.
Strong Guardrails for Kids and Families
One area where Apple is clearly digging in is child safety.
Under the new rules:
- Kids category apps cannot link to external purchase websites
- Users under 18 must pass a parental gate before completing purchases via alternative payments
- Apps for users under 13 cannot link out for transactions at all
- A new API will allow parents to monitor and approve purchases made outside Apple’s payment system
Apple has been explicit in contrasting this approach with the EU, where similar rules have allowed apps that Apple argues are unsafe or inappropriate.
iOS Platform Changes Users will Actually Notice
Beyond developer policies, iPhone users in Japan will see tangible changes starting with iOS 26.2.
These include:
- New default app controls for navigation apps and app marketplaces
- A browser choice screen and search engine selection screen
- The ability for voice-based apps to replace Siri on the side button
- Support for browser engines beyond WebKit, with security requirements
The Siri replacement option is particularly interesting. It suggests Apple is becoming more flexible with core system features, something that once felt unthinkable.
The Bigger Picture
Apple’s Japan changes feel more deliberate and measured than its EU response. The company is opening doors, but only partway, and with clear guardrails in place.
For developers, this brings more flexibility. For users, it adds choice without dramatically altering the iPhone experience. And for Apple, it sets a potential template for how future regulations might be handled elsewhere.
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