Apple is demanding a 30% cut of promoted social posts in another blow to Meta

Apple is demanding a 30% cut of promoted social posts in another blow to Meta

Monopoly is a fun board game to play where you try to knock out your competitors.

Monopoly is a fun board game to play where you try to knock out your competitors.
Photo: Studio LightField (Shutterstock)

Apple has released an update to its payment instructions Monday, requiring that applications use the corporate interface In-A tool for in-app purchases for “boosts” and promoted posts, which means Apple will take a 30% cut of revenue. The move appears to be another policy aimed squarely at Meta (formerly known as Facebook).

Various apps allow users to promote their content for a small fee. Want more people to see your tweets, dating profile, or that old video game you’re trying to sell? Twitter, Tinder, and eBay will sell you “boosts” to boost it in your feed. For years, this seemed to fall into a gray area in App Store policies. Apps that sell “virtual goods” Is assumed use iPhone inputAn App Payment system that comes with a hefty service charge. This has been true for a long time. But this policy was not always enforced when it came for support, and some apps like Facebook have gone through accepting payments directly, avoiding Apple’s massive fees. Apple declined to comment.

Some apps, including Twitter and Tinder, already use In-App Payment tool for boosting and promoted posts, but Facebook doesn’t. Apple probably make a nice chunk of change when he starts enforcing this policy more strictlythough the Meta may dispute the change. The social media giant already is involved in a public battle with Apple over the latter policy changes athe tune in-app payment requirements probably adds fuel to the fire. Another iPhone policy change last year cost Meta billions of dollars in lost advertising revenue, which Apple is now working to swallow up new advertising projects.

This new update is aimed at advertising that increases the visibility of posts on social networksbut there is a carvingfor more traditional kinds of ads, so Meta’s larger business model isn’t affected by the move. TThis policy is an example of Apple’s market power. They control the App Storeand this is the only official way to get your app on iPhonepp. Apple can basically charge developers whatever they want as long as they can get away with it. It can’t happen in some locations: South Korean police raided Apple’s headquarters after persistent iOS overcharging complaints developers. Meta declined to comment.

The support policy update is part of a broader crackdown effort apps that force developers to kiss Apple’s ring and use In-App payment system or risk being kicked out of the market.

Regulators in other countries, where competition rules are much stricter, have forced Apple to allow apps to use other payment systems that don’t take such a big cut of revenue. Google has faced scrutiny over similar policies on its Play Store and was even fined $113 million this week for not allowing third-party payments.. Last year Epic Games won a a major lawsuit against Apple after Fortnite was kicked from the app store for providing third-party payment options. The court ruled that Apple cannot prevent app developers from including links to other payment systems.

Apple says yes take that money just to protect you. The company reviews apps for security, privacy and fraud issues, including checking in payment systems. CEO Tim Cook argued that maintenance is expensive and a 30% cut is a reasonable fee because the money is necessary to protect consumers, which also benefits developers because it creates a trusted market.

Apple does invent App Store. Advocates (and Tim Cook) argue with society should be able to charge anything he wants. But looking at it from another angle, the App Store is not singular, a regular service, but rather a portal to every other iPhone app. Critics say 30% is far more than Apple has to pay to review the app, and what’s really going on here is a monopoly charging protection money to anyone who wants to get through Cupertino’s gates.

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