New war between Apple and Meta for changes in the App Store
Along with the news in iOS 16, iPadOS 16 and macOS Ventura, Apple has also launched another novelty that has gone unnoticed by users: the new announcements of the App Store and the changes in the in-app purchases. And with it, the new rates that the company charges the social networks and that they are not very happy with Meta (Facebook).
Mark Zuckerberg's company has already complained about how iOS 14's anti-tracking systems were a good cut in its income. And not only that, the changes in the App Store have also been extended, in addition to new announcements, to the rules of the App Store.
As of now, Apple requires iOS developers to use in-app purchases for 'push' sales. That is, for promotions within social networks that are available within the App Store.
This mainly affects Facebook and Instagram (but also others like TikTok), as they offer users to increase the reach of their posts through a payment. This is the first time Apple has directly taxed advertising in iOS apps.. And this changes everything:
Added 3.1.3(g): “Advertising Management Applications: Applications for the sole purpose of enabling advertisers (individuals or businesses advertising a product, service, or event) to purchase and manage advertising campaigns across all types of advertising. media (TV, outdoor, websites, apps, etc.) you don't need to use in-app purchase. These apps are intended for campaign management purposes and do not display the actual ads. Digital purchases of content that are experienced or consumed in an app, including the purchase of ads to display in the app itself (such as "push" sales for posts in a social media app) must use in-app purchases.
New App Store Rules
This shouldn't be a problem, except that all in-app purchases they also include what the developers call the Apple levy, the percentage the company keeps when you buy something through the store. And, as a general rule, it is 30%.
Meta will have to pay more to Apple
In statements to TheVergeone of those responsible for Meta has shown the company's disenchantment with the new policies of the App Store, since it directly affects the business of social networks, something that until now was not contemplated:
Apple continues to evolve its policies to grow its own business while undermining others in the digital economy. Apple previously said it doesn't take a cut of ad revenue from developers, and now it's apparently changed its mind. We remain committed to offering small businesses easy ways to post ads and grow their business on our apps."
Meta spokesperson to The Verge.
Pay to boost posts, an option available in many social apps on the App Store. And not only from Meta applications, but also on Twitter and TikTok. Until now, the ones from Meta did not use the in-app purchasesbut from Monday it is mandatory.
The App Store now shows ads for Casino Apps to many users
Logically, it is a game of cat and mouse between Apple and Meta, but this, together with the new ads in the App Store, is not liking many developers, who are seeing ads for Casinos or betting apps.
They are two different problems, yes, but both represent one of the central changes in the App Store since Monday, and both have to do with Apple's new policy regarding ads within its application store.