For years, Apple has defended its iron grip over the way developers distribute apps in the App Store, and the 30% commission it takes from in-app purchases. In reality, Apple has steadily made concessions as regulators and lawmakers have ratcheted up pressure after major app developers such as Epic Games and Spotify publicly battled Apple over its rules.
Bloomberg’s report that Apple is preparing to let software developers bypass the App Store to distribute their apps to iPhone customers in Europe would mark the latest such concession. And unlike many of the changes that preceded it, the EU one could have major implications for Apple’s revenue, as it opens up the possibility that developers might be able to avoid the 30% fee. Below are four of the biggest concessions Apple has made since the App Store launched in 2008, ranked in order of importance: