It seemed such a simple idea when Steve Jobs announced the App Store and Apple's 30% cut, especially when compared to the costs of selling boxed software at retail. South Korea is just the latest country to put that model at risk.
According to AP News, South Korea has joined the ranks of countries fining Apple over App Store practices. The Korea Media and Communication Commission has fined both Apple and Google after some years of investigations.
Apple has been fined $15.5 million, while Google's fine is double that at $32 million. It's over a 2021 South Korean law regarding how App Stores must not prevent developers from using payment systems other than the store operators' own.
The regulator concluded that while both firms in theory already allowed rival payment systems, in practice they charged so much as to deter developers using them.
Then the commission also reported that it had found instances where the firms had seemingly delayed apps going through their app review process.
As part of the regulator's rulings, Apple and Google are now ordered to allow external payment links in apps. The firms must also improve their app review processes.
This South Korean fine follows the UK denying Apple's appeal against a $2 billion App Store fine. Apple has also been facing similar App Store issues with the Netherlands, France, Russia, and more.
How Apple is reacting
In a statement to AppleInsider, an Apple spokesperson said:
"We deeply value the relationship with our Korean developers. The App Store has been an engine of innovation and economic growth in Korea, making it possible for developers big and small to reach users on a platform they can trust. Last year alone, the App Store ecosystem facilitated 38.1 trillion [won; around $28.4 billion] in developer billings and sales, with more than 90 percent of that commerce accruing solely to developers. We respectfully disagree with today's decision and believe the changes we have implemented to date comply with the Telecommunications Business Act. We are evaluating our options in accordance with Korean law.
Even prior to South Korea's ruling, though, the sheer number of such cases around the world was being felt by Apple.
In August 2026, Apple's filing with the US Securities and Exchange Commission noted the impact of such international rulings. "If third-party developers use alternative methods of distribution and payment," it said, "[Apple] may earn a lower commission on such sales."
Apple even adds that under certain circumstances, it "may not earn a commission at all."
Other reports at that time claimed that Apple's US App Store commission revenue had declined 18% between January and August 2026. This happened as App Store sales also dropped, this time by 6% year over year i the second quarter.
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It's now three years since Apple admitted that third-party App Stores were inevitable in Europe. Still Apple fights each individual country or territory in the attempt to prevent such rival markets and payment systems going worldwide.
There is a lot to be said for Apple's App Store model, especially over security. And claims that rival stores will mean cheaper prices for users have not yet been borne out.
Nonetheless, Apple is also facing heated criticism in the US from Epic Games and others. It looks certain that third-party App Stores and alternative payment systems will become the norm, although it's also clear that Apple will fight that for as long as it can.
Updated: 28 October 2026, 10:00 Eastern with Apple's statement.
