Apple will allow third-party app stores on iOS in Brazil after antitrust ruling
This echoes similar regulatory shifts we've seen in Europe and Japan.
Apple has long kept a tight grip on the iPhone, controlling where apps can be downloaded and how payments are processed. That model has frustrated many developers and users who wanted more freedom. Now, Brazil is set to join Europe and Japan in opening up iOS, allowing third-party app stores and alternative payment options, marking another step in Apple’s global shift under regulatory pressure.
In late 2025, Apple agreed to allow third‑party app stores and external payment systems on iOS in Brazil after a long regulatory dispute with the country’s competition authority, the Administrative Council for Economic Defense (CADE). The agreement resolves a multi‑year investigation that began in 2022, triggered by complaints that Apple’s App Store policies limited fair competition and blocked alternative ways for developers to reach users.
Under the deal, Apple must implement the changes within about 105 days, or face fines of up to R$150 million (roughly $27 million). The company will also have to use neutral wording in warnings about third‑party app stores and payment options, so users are not steered back to the official App Store unfairly.
Ogbonda Chivumnovu
How Brazil’s move fits into a global trend
Brazil is not alone in pushing Apple to open up iOS. Since early 2024, European Union rules under the Digital Markets Act (DMA) have required Apple to allow alternative app distribution and payment options across all 27 EU member states. Under these changes, users and developers can install apps through third‑party marketplaces or directly from developer websites, provided those markets pass Apple’s security checks and notarization process.
Similarly, Japan has adopted a new Mobile Software Competition Act, which also obliges Apple to permit third‑party app stores and alternative payments, making its iOS ecosystem more open. The changes in Japan include protections such as notarization for apps, while still enforcing basic user safety requirements.
Together, these developments show that regulators in many major markets are challenging Apple’s long‑held control over app distribution and in‑app purchases. Other regions, including South Korea, Australia, and discussions in the UK and India, are also exploring similar rules or considering how to give users and developers more choice outside proprietary app stores.
Emmanuel Oyedeji
For Brazilian iPhone users, the change will bring a shift in how apps are found and installed. Instead of being limited to Apple’s App Store, users will eventually be able to choose other marketplaces that might offer different pricing, features, or distribution models.
Developers, especially smaller ones or those selling niche apps, could benefit from lower fees or alternative payment processors, reducing reliance on Apple’s in‑app purchase system. Until now, Apple’s strong control has been defended as a way to maintain security and privacy, tightening vetting, reducing malware risk, and safeguarding younger users.
Apple’s decision to allow third-party app stores in Brazil marks a pivotal moment in the global mobile market. It shows that even the world’s most tightly controlled ecosystems can evolve under regulatory pressure. Beyond giving Brazilian users more freedom and choice, it sets a precedent that could influence other countries, push competitors to adapt, and reshape how app stores operate worldwide. This isn’t just a local adjustment, it’s a step toward a more open and competitive future for mobile platforms.
Emmanuel Oyedeji
