Epic vs Apple: What Developers Can (and Can’t) Do With External Payment Links

External payment links iOS apps are still a gray zone. Apple’s rules haven’t changed much, even after the Epic lawsuit. If you’re planning to monetize outside their system, you need to play smart — or risk rejection.

Epic vs. Apple: The Truths of External Payment Links & What Developers Should Know

Are you betting your app’s future on Apple changing its ways? It’s time to reckon with the realities where your monetization strategy could require a complete overhaul. So, we begin to untangle the Epic legal saga that is changing what app developers can and cannot do with external payment links in 2024.

The Legal Saga of Epic vs. Apple & The Effects on App Monetization

When Epic Games vs Apple’s App Store started, there was coverage regarding monopolies, anti-competitive behavior, and mobile commerce. However, there was a greater question amidst the legal drama: Is it possible to have external payment links in your app without the possibility of being rejected or banned?

Although this case may seem like it is for the big boys like Epic or Fortnite, it is of great importance to every Developer, Creator, and Brand that wants to monetize in the Apple & the Android ecosystems and here is why. Apple very deliberately engineered its policy to suggest that any and all i n-app digital transactions (including subscriptions and digital goods) must go through Apple’s In-App Purchase (IAP) system.

But Epic’s lawsuit sought to change this assumption, and in the end, received a partial victory.

The court acknowledged that alternative payment methods outside Apple’s ecosystem are valuable, but Apple reiterated that their official policy has not changed: apps must use IAP to process payments for digital content, and any links or buttons to external payment methods are prohibited in the App Store.

This has immediate, tangible consequences—not just in legality but in how app owners can monetize effectively. The currently enforced policy limits options, creating a complex web for developers who want to boost revenue without risking app rejection.

Apple vs. Developers: The Insistence on Not Linking to External Payment Services

Apple’s App Store Review Guidelines state that:

• “Apps may not include buttons, links, or other calls-to-action that direct customers to purchasing mechanisms other than In-App Purchase.”
• These apps either do not include, or do not include, links to buttons, or other calls to action that, one way or the other, lead customers to mechanisms for purchasing external apps.” Am. App. App. 3.1.1. offers:
• “Apps that link to external mechanisms for purchases of digital goods or services will be rejected.”
• This is Apple’s Strategy. Apple wants to control the user modified 30% of digital payments. Apple says that the payment control offers streamlined user funnel control to reduce stream fraud and potential issues, but most people, regulators, and Epic think that it is just a monopoly.

So what does this mean for developers?

You are not allowed to embed links to external payments via your iOS mobile application.

A digital content pricing strategy, including any button or call-to-action, that sends people outside of the app for paid content, will get rejected.

Attempts to workaround restrictions by webviews, deep links, or browser redirects could result in rejection.

Despite the clarity in the policies, it remains inconsistent, making it a “cat-and-mouse” game. Apple’s position remains the same: they want all digital transactions made through Apple’s payment system.

(Reference: Guidelines for Apple Developers, 2024 Edition)

Apple’s Developer Policies Post Supreme Court Decision

In 2023, the Epic v. Apple lawsuits reached a conclusion, where the court acknowledged that:

• Apple holds monopoly power over iOS app distribution and in-app payments.
• With the new ruling, the court said Apple must show more flexibility and must allow developers to include links to other payment platforms, but only for certain scenarios concerning non-digital or out-of-app products and services (like physical items or services).
• Despite this, Apple’s policies have not fundamentally changed—they still reaffirm existing restrictions for digital goods and services. The court’s decision sets a legal precedent; however, Apple continues to strictly enforce its policies.

For developers, this means:

• For digital goods, the enforcement remains strict—Apple will not approve apps that include links to external payment options.
• For non-digital goods or services (such as physical products, memberships, or event tickets), external links are allowed.

Basically, Epic’s victory created a legal avenue, but Apple’s restrictions remain heavily practical for digital services.

Developers’ Limitations and Their Possibilities: What’s Acceptable Explained.

The Positives:

• Links Pointing to Other Services Outside the App:
  You can add external links to the in-app chat, support page, or your website that lead to services or subscriptions not linked to the app, such as, physical goods purchasing, spa bookings, etc. These are often not scrutinized, as long as you don’t encourage users to buy digitally.

• Links to Purchase Through the Web:
  Ordering through the app can’t be done, but you can encourage users to complete their transactions outside the app using your mobile site. An example would be: An app for a restaurant shows the menu, and then the user can tap on “Order Now,” which goes to the website’s checkout page.
• Content Outside the App:
  You can use the app to create engagement through generic information, and then drive users to your site via support chat, misplaced email, surprising QR codes, or even outside the app.

Negatives (Legitimately or Other Ways):

• Buttons or Links for Digital Goods in the App:
  Digital subscriptions and in-app purchases are not allowed unless they go through the Apple payment system. In fact, if links to external payment systems are embedded, app guidelines are violated, which puts the app at risk for rejection.
• Incorporate Direct Calls to Action for External Payments in the App UI:
  It is ineffective to use links that leave the app to say “Buy now,” or “Get your digital subscription here,” or similar.
• Circumvent via Webviews & Deep Links (Risk of Rejection):
  Apple has an extensive history of rejecting apps that mask their true purpose or that act primarily as a browser redirecting to an external payment page.

To sum up, lawful compliance is in practice a defining constraint.

The app should primarily be used for engagement, onboarding, or other non-commerce-related features.

Transactions must take place in a browser, via email, or other non-app channels.

How Twinr Empowers You to Navigate These Restrictions Smartly

Twinr offers a no-code solution to design native-like apps from existing websites, with functionalities that guarantee high engagement and monetization, and that stay compliant with app store regulations.

Build Better Engagement Features:

• Use push notifications to bring users back.
• Use (compliant) targeted offers to power loyalty programs.
• Use analytics to target your revenue optimizers.

Concentrate on Content & Community, Not on Payment Gateways:

• Use Twinr to build visually appealing apps where users navigate your offerings, and then direct users off-platform to check out.
• You can embed external links in your support chat, in the FAQs, and in email campaigns—no policy is violated by anything in the app.

Quicker Market Response: Flexible Platform Support:

With Twinr, you can deploy apps on Shopify, WordPress, Dukaan, etc., providing market agility for any policy changes.

Anticipating the Future of Flexibility

The Epic v. Apple case is more than just a headline—it is a sign of policy evolution that will be more complex to balance. Apple prides itself on being the gatekeeper of security and user experience, which frequently clashes with the developer monetization freedom Apple provides.

Proactive developers will prioritize building engagement, sophisticated user education, and out-of-the-box thinking for revenue:

• Keep users with loyalty programs driven by Twinr’s features—like analytics and in-app marketing.
• Lead users to your site for checkouts—by links, emails, or QR codes.
• Position your app’s core value as community or information, while transactional elements are performed out of the platform.

Note

You can’t always do what you want— but you can do what’s smart and compliant.

Conclusion: The Smart Developer’s Playbook for External Payment Links in 2024

The Epic vs. Apple lawsuit has clarified boundaries, but also opened windows of opportunity for strategic navigation. Apple’s policies may tighten around digital payments. However, creative compliance and engagement-driven app design will set apart the winners and losers.

Twinr’s no-code platform arms you with the necessary resources to build creative and customizable mobile apps that fully comply with all the applicable store policies while maximizing revenue and user engagement. When you prioritize Build, Engage, and Analytics, you create a community of super users and loyalty. After that, monetization opportunities expand through external links, support channels, and your website.

Are you ready to future-proof your mobile app strategy?

Get started with Twinr today and create a compliant but high-impact mobile app that can thrive in an ever-changing legal environment.

FAQs

Can I add external payment links inside my iOS app?

Not for digital goods or services. You run the risk of your app being rejected or removed because Apple does not allow you to directly encourage users to use payments outside the in-app payment system for digital goods or services. However, you can link to your website for physical products or services where users can make payments on your platform.

What happens if I put a webview that redirects to my checkout page?

Apple has always found and rejected apps that focus on being web browsers and redirecting users to an external checkout page. Apple reviews just keep appending to it, so be careful.

How can Twinr help me monetize within these constraints?

Twinr helps you create captivating apps with push, loyalty, and analytics to bring in repeat customers. Links to external checkout pages can be provided outside the app, like email, support chat, or your website.

How does the Epic v. Apple ruling affect future policies?

The courts have acknowledged the necessity of alternative methods of payment and have left the store policies as is. Therefore, it is reasonable to expect an ongoing lack of unregulated direct links to purchase within the app, with debates and possible regulations during 2024 and 2025.

What are the best practices that I can use for external links?

Have external links outside the app like in emails, push notifications, and web support pages. Don’t have buttons or calls to action in your app that tell users they can purchase outside Apple’s system. For the sake of keeping your app, stay compliant.