Apple has put warnings on the EU App Store for apps with alternative payment options
You can use another payment method, but Apple wants you to feel weird about it.
Have you ever attempted to purchase a product through an app and encountered a large red warning, giving you the impression that you're on the verge of downloading malware? That's now a reality for iPhone users in the EU.
Apple has started marking apps that use third-party payment systems with a red exclamation mark. It claims the app doesn’t use the App Store's “private and secure payment system" and warns that features like Family Sharing, purchase history, and refunds might not work. The message is technically true—but make no mistake, it's strategy, not just disclosure.
These alerts are in response to the EU’s Digital Markets Act (DMA), which forces Apple to allow third-party app stores and payment systems. But instead of making things easier, Apple’s strategy is to add friction, subtle nudges that make users think twice before stepping outside its platform.
It’s not difficult to see why. Apple takes up to 30% commission on App Store transactions. Opening the door to external payment systems threatens a crucial revenue stream from an app economy valued at billions. So, Apple’s playing defense—protecting profits under the guise of user safety.
Emmanuel Oyedeji
The timing of Apple's actions, rather than the language it uses, is what is causing concern. Just weeks before these warning screens appeared, the European Commission fined Apple €500 million (roughly $570 million USD) for anticompetitive behaviour, specifically for blocking developers like Spotify from informing users about cheaper subscription options outside of the App Store.
The DMA has yet to comment on Apple's latest tactic or issue a specific ruling banning the method. However, developers and critics have had a lot to say. They claim that the tactic aims to frighten the average user and label it as "scareware."
The warning sign doesn't seem to be appearing in other regions like the U.S. And Apple claims the sign has been in the EU since it started complying with the Digital Markets Act (DMA) in March 2024.
It hasn't been gaining attention because barely any apps in the EU have actually implemented external payments. According to RevenueCat CEO Jacob Eiting, less than 100 apps in the EU have added external payment options, mainly because Apple’s implementation rules make it difficult and unappealing to do so.
Meanwhile, other companies are complying without using theatrics. Google, for example, already allows alternative billing with reduced fees and far less fear-mongering. Apple’s resistance only highlights how much it has to lose—and how tightly it wants to keep control.
For now, EU users get the warnings. But the message Apple’s sending is global: sure, you can use another payment method, but we’ll make sure you feel weird about it.
Emmanuel Oyedeji
