New law in Japan forces Apple and Google to allow third-party app stores from December

A major regulatory change is about to redefine the mobile app market in Japão. From December 2025, Apple and Google will be required to allow the distribution of applications through alternative stores on their operating systems, iOS and Android. The measure is a direct consequence of the new Lei of Competição of Software Móvel (MSCA), legislation designed to dismantle the duopoly exercised by technology giants in the distribution and monetization of software.

The new rule represents one of the most significant concessions ever made by the two companies, which have historically maintained strict control over their ecosystems. Desenvolvedores of applications, which were previously restricted to App Store and Google Play Store, will now have the freedom to offer their products on other platforms and use third-party payment systems, bypassing the traditional commissions charged by companies.

The implementation of Japanese law follows a global trend of stricter regulation of big tech, similar to Digital Markets Act (DMA) of União Europeia. The Japanese government’s objective is clear: to foster competition, encourage innovation and offer more options and potentially lower prices for end consumers. The movement is closely watched by other countries and could serve as a model for future legislation around the world.

What changes for developers in Japão

For the developer community, the changes are profound and open up a new range of strategic and financial possibilities. The main change is the breaking of the obligation to exclusively use the distribution channels and payment systems of Apple and Google. Isso means that a company will be able to launch its application on a third-party store or even distribute it directly from its website, in addition to being able to integrate alternative payment processors that offer more competitive rates. Essa flexibility can result in a significant increase in profit margin, especially for companies that rely on subscriptions and in-app purchases, where commissions can reach 30%.

However, this new freedom also brings with it new challenges and responsibilities. Developers will need to manage distribution across multiple channels, deal with different security standards, and possibly bear marketing costs to attract users to these new platforms. Além Furthermore, consumer trust, built over years within the secure ecosystems of App Store and Play Store, will need to be gained from scratch in alternative marketplaces. Subscription management and customer support will also become more complex, requiring additional investments in infrastructure and personnel to ensure a consistent and secure user experience outside of established platforms.

Apple’s new rules for the iOS ecosystem

Apple, known for its closed and strictly controlled ecosystem, announced a series of measures to comply with Japanese legislation, while maintaining as much control as possible over security and user experience. The company will introduce an authorization process for third-party marketplaces, requiring them to meet specific security and content moderation criteria before being approved to operate on iOS.

Regarding fees, the commission structure will change. Para sales made through alternative stores, the standard commission will be reduced to 10% in most cases. However, the company may implement a model similar to the European one, which includes a “Fee of Tecnologia Principal” (Core Technology Fee) charged per installation, which could impact developers of free applications with a large volume of downloads.

For users, the experience of installing applications from external sources will be accompanied by new alerts and confirmation screens. Esses warnings will inform you of potential security and privacy risks associated with downloads outside of App Store, a strategy by Apple to reinforce the perception that its official ecosystem remains the safest option.

Google’s response and security concerns

Google, whose Android platform has always allowed applications to be installed from external sources (sideloading), faces a different challenge. The main change for the company in Japão is the obligation to allow billing systems parallel to that of Play Store, offering developers the choice of which payment provider to use.

The company publicly expressed its concerns about the impacts that this opening could have on the security of the ecosystem. Segundo o Google, centralized billing through

To mitigate risks, the company is strengthening its protection tools. Google Play Protect, which already scans applications installed on Android devices for malicious behavior, will have its ability expanded to more closely monitor applications that use external payment systems.

Additionally, applications on Play Store that offer alternative billing options will display clear warnings informing users that transactions will be processed by a third party and that Google will not be responsible for the security of those financial transactions, shifting some of the oversight responsibility to the consumer.

Details of Lei of Competição of Software Móvel

The Lei of Competição of Software Móvel (MSCA) of Elaborada After years of investigations into the market dominance of Apple and Google, the law focuses on ensuring a fairer and more open business environment for all participants. Seus key pillars include prohibiting operators of dominant platforms from demanding exclusive use of their app stores and payment systems. Além Furthermore, the legislation prohibits “self-preferencing”, a practice in which a company favors its own applications and services to the detriment of competitors in its operating systems. MSCA also mandates that companies must provide fair and non-discriminatory access to application programming interfaces (APIs) and other essential system functionality, allowing third-party applications to compete on an equal footing. Failure to comply with the law’s provisions can result in heavy fines, calculated as a percentage of the offending company’s global revenue, giving the legislation significant coercive power to ensure compliance by technology giants.

Impact on smartphone users

For the millions of smartphone users in the Japão, the change will bring more choices and, potentially, better prices. Eles will be able to access applications that, for various reasons, were not available on App Store or Play Store, in addition to benefiting from cheaper offers and subscriptions, if developers pass on the savings from reduced commissions.

In return, digital security becomes a shared responsibility. Users will need to develop greater critical sense when deciding where to download an app from and which payment system to trust with their financial data, as the curation and guarantees offered by official stores will not extend to these new platforms.

Protection measures and the future of the market

The new regulatory landscape in Japão strikes a delicate balance between promoting competition and maintaining user safety. Tanto Apple and Google are implementing new verification processes and alert systems to minimize risks, while Japanese regulators will closely watch developments to ensure the law’s objectives are achieved without exposing consumers to unacceptable vulnerabilities.