Apple enables alternative app stores on iPhones in Japan under new competition rules

Apple has begun allowing alternative app marketplaces on iPhones in Japan, marking a significant shift in its App Store policies as the company moves to comply with the country’s new Mobile Software Competition Act (MSCA).

Under the updated rules, developers in Japan can launch their own app stores on iOS and distribute apps outside Apple’s App Store. Sales made through these alternative marketplaces will be subject to commissions as low as 5%, a notable reduction from the traditional App Store model where fees have reached up to 30%. Developers will also be permitted to use their own in-app payment systems, although Apple’s payment option will continue to be available alongside them.

The changes position Japan as the latest market to challenge Apple’s long-standing control over app distribution and payments. While similar measures have already taken effect in the European Union, Japan’s framework differs in key areas. Apple will retain the authority to approve alternative app marketplaces and will require apps distributed through them to meet age-rating standards similar to those enforced in the App Store.

Apple said all apps distributed via alternative marketplaces will undergo a basic security review through its notarization process. The company stated this step is intended to address increased risks related to malware, fraud, scams, and data misuse that may arise from broader distribution options.

For developers who continue to distribute apps through Apple’s App Store, additional changes are also coming. Japanese developers will be able to link users to external payment options, subject to a 15% commission. Standard in-app purchases processed through Apple’s system will carry a 26% fee under the revised structure.

The new law also requires Apple to improve interoperability between iPhones and third-party hardware. Apple has introduced a formal process for interoperability requests in Japan but noted it may deny requests that could compromise user privacy or security.

These updates will roll out starting with iOS 26.2. By March 17, 2026, all developers enrolled in the Apple Developer Program will need to accept revised license terms to continue distributing apps in Japan under the new rules.