Apple issued a news release today touting the safety of the App Store, dutifully covered without context by outlets like 9to5Mac, AppleInsider, and MacRumors. This has become an annual tradition in trying to convince people — specifically, developers and regulators — of the wisdom of allowing native software to be distributed for iOS only through the App Store. Apple published similar stats in 2021, 2022, 2023, and 2024, reflecting the company’s efforts in each preceding year. Each contains similar figures; for example:

• In its new report, Apple says it “terminated more than 146,000 developer accounts over fraud concerns” in 2024, an increase from 118,000 in 2023, which itself was a decrease from 428,000 in 2022. Apple said the decrease between 2022 and 2023 was “thanks to continued improvements to prevent the creation of potentially fraudulent accounts in the first place”. Does the increase in 2024 reflect poorer initial anti-fraud controls, or an increase in fraud attempts? Is it possible to know either way?

• Apple says it deactivated “nearly 129 million customer accounts” in 2024, a significant decrease from deactivating 374 million the year prior. However, it blocked 711 million account creations in 2024, which is several times greater than the 153 million blocked in the year before. Compare to 2022, when it disabled 282 million accounts and prevented the creation of 198 million potentially fraudulent accounts. In 2021, the same numbers were 170 million and 118 million; in 2020, 244 million and 424 million. These numbers are all over the place.

• A new statistic Apple is publishing this year is “illicit app distribution”. It says that, in the past month, it “stopped nearly 4.6 million attempts to install or launch apps distributed illicitly outside the App Store or approved third-party marketplaces”. These are not necessarily fraudulent, pirated, or otherwise untoward apps. This statistic is basically a reflection of the control maintained by Apple over iOS regardless of user intentions.

There are plenty of numbers just like these in Apple’s press release. They all look impressive in large part because just about any statistic would be at Apple’s scale. Apple is also undeniably using the App Store to act as a fraud reduction filter, with mixed results. I do not expect a 100% success rate, but I still do not know how much can be gleaned from context-free numbers.

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Rolfe Winkler, Amrith Ramkumar, and Meghan Bobrowsky, Wall Street Journal:

Apple stepped up efforts in recent weeks to fight Texas legislation that would require the iPhone-maker to verify ages of device users, even drafting Chief Executive Tim Cook into the fight.

The CEO called Texas Gov. Greg Abbott last week to ask for changes to the legislation or, failing that, for a veto, according to people familiar with the call. These people said that the conversation was cordial and that it made clear the extent of Apple’s interest in stopping the bill.

Abbott has yet to say whether he will sign it, though it passed the Texas legislature with veto-proof majorities.

This comes just a few months after Apple announced it would be introducing age range APIs in iOS later this year. Earlier this month, U.S. lawmakers announced federal bills with the same intent. This is clearly the direction things are going. Is there something specific in Texas’ bill that makes it particularly objectionable? Or is it simply the case Apple and Google would prefer a single federal law instead of individual state laws?

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Last month, Brazilian competition authorities ruled against Apple, finding in an increasingly familiar pattern that its anti-steering App Store rules are illegal. It imposed a twenty-day deadline for compliance.

Filipe Espósito, 9to5Mac:

According to a new Valor Econômico report, a Brazilian Federal Court judge has ruled that the decision by Cade, the Brazilian regulator, is “disproportionate and unnecessary.” The judge understood that the measures imposed by the regulator “change, in a sensitive and structural way” Apple’s business operation.

Cade ruled on November 26 that Apple would have 20 days to comply with antitrust legislation, otherwise it would be fined R$250,000 (US$42,000) per day. Apple had previously appealed on the grounds that the changes requested were too complex and would take too long to be made, so the company wouldn’t be able to meet the 20-day deadline.

Twenty days does seem like a tight turnaround. I have obviously no idea what it would take to copy-and-paste the same policies it uses in Japan, Korea, and the United States, but perhaps it would be easier to rip off the bandage and do so worldwide.

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Natasha Lomas, TechCrunch:

One big change Apple announced Thursday is that developers who include link-outs in their apps will no longer need to accept the newer version of its business terms — which requires they commit to paying the Core Technology Fee (CTF) the EU is investigating.

In another notable revision of approach, Apple is giving developers more flexibility around how they can communicate external offers and the types of offers they can promote through their iOS apps. Apple said developers will be able to inform users about offers available anywhere, not only on their own websites — such as through other apps and app marketplaces.

These are good changes. Users will also be able to turn off the scary alerts when using external purchasing mechanisms. But there is a catch.

Juli Clover, MacRumors:

There are two fees that are associated with directing customers to purchase options outside of the App Store. A 5 percent initial acquisition fee is paid for all sales of digital goods and services that the customer makes on any platform that occur within a 12-month period after an initial install. The fee does not apply to transactions made by customers that had an initial install before the new link changes, but is applicable for new downloads.

Apple says that the initial acquisition fee reflects the value that the App Store provides when connecting developers with customers in the European Union.

The other new fee is a Store Services Fee of 7% or 20% assessed annually. Apple says it “reflects the ongoing services and capabilities that Apple provides developers”:

[…] including app distribution and management; App Review; App Store trust and safety; re-discovery, re-engagement and promotional tools and services; anti-fraud checks; recommendations; ratings and reviews; customer support; and more.

Contrary to its name, this fee does not apply solely to apps acquired through the App Store; rather, it is assessed against any digital purchase made on any platform. If an app is first downloaded on an iPhone and then, within a year, the user ultimately purchases a subscription in the Windows version of the same app, Apple believes it deserves 7–20% of the cost of that subscription in perpetuity, plus 5% for the first year’s instance. This seems to be the case no matter whether the iPhone version of that app is ever touched again.

I am not sure what business standards apply here and whether it is completely outlandish, but it sure feels that way. The App Store certainly helps with app discovery to some degree, and Apple does provide a lot of services whether developers want them or not. Yet this basically ties part of a developer’s entire revenue stream to Apple; the part is unknown but will be determined based on whichever customers used the iPhone version of an app first.

I think I have all this right based on news reports from those briefed by Apple and the new contract (PDF), but I might have messed something up. Please let me know if I got some detail wrong. This is all very confusing and, though I do not think that is deliberate, I think it struggles to translate its priorities into straightforward policy. None of these changes applies to external purchases in the U.S., for example. But what I wrote at the time applies here just the same: it is championing this bureaucracy because it believes it is entitled to a significant finder’s fee, regardless of its actual contribution to a customer’s purchase.

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