DTC industry leaders weigh in on the Apple App Store ruling

Following the US court ruling that allows app publishers to direct users to off-store payment options, developers can now sidestep the “Apple Tax.” While this will signal a major shift for developers, it also presents a huge opportunity for web shop and DTC services.

With in-app transactions no longer confined to Apple’s walled garden, there is greater potential for competition to step in. To explore what this means, we spoke with some leading DTC providers to gather their insights.

Our Mavens also recently shared their insights on the ruling.

At Aghanim, we’ve always believed that developers should own the relationship with their players.

Yesterday’s decision is a bold reminder of our move in that direction. While the injunction applies specifically to iOS in the US, it signals a broader shift – away from walled gardens and toward experiences that give developers more control over their player communities.

We’ve been facilitating the link out to game hubs from day one – not to the store, but to loyalty programs, news, achievements, leaderboards, daily rewards, and more – because players don’t come back for commerce, they come back for experiences.

This moment isn’t just about enabling a link; it’s about redefining what sits behind it. Developers now have an opportunity to turn that destination into a true extension of their game – not just a dead-end shop but a living space where players engage, return, and transact because they want to. 

Our role is to support that strategy at every level, ensuring that when a player clicks, there’s a reason to come back.

Maor Sason

CEO and Co-Founder

at Appcharge

At Appcharge, we’ve long believed that players deserve choice – and that publishers deserve a direct relationship with their audience. The recent US court ruling affirms what many of our clients have already proven – when you give players more options, they don’t churn. They buy more.

We see this every day in the data. Web stores drive higher conversion rates, better margins, and deeper player engagement. Breaking down these barriers won’t just benefit developers – it will lead to a healthier, more sustainable ecosystem. One where players win, publishers grow, and even Apple can ultimately benefit from the increased transaction volume and innovation that real competition brings.

As a payment provider purpose-built for mobile gaming, we welcome the ruling. It gives more studios the green light to build DTC strategies without fear of rejection, obfuscation, or policy whiplash.

That said, we’re not naïve. Apple still holds immense power over the ecosystem, and there’s a long road ahead before enforcement becomes reality. But for now, this ruling sends a powerful signal – the walls are cracking. And the future of mobile commerce is going to look a lot more open.

We’re excited to keep building that future hand-in-hand with the world’s most ambitious game makers!

Chris Hewish

chief strategy officer

The Epic vs. Apple decision marks a pivotal shift in the digital games economy.

For developers, it unlocks new paths to engage players and monetise on their terms, moving us closer to sustainable, creator-friendly business models.

For alternative app stores, it signals a more open and competitive market where innovation and choice can finally challenge the old gatekeepers.

Archie Stonehill

Head of Product

at Stash

The recent ruling dismantling Apple’s anti-steering policies is a pivotal moment for mobile game developers. By reducing friction, it paves the way for D2C models to thrive, especially in genres reliant on impulse purchases.

Players can now engage with event-triggered offers – like continuing a level after a loss – without disrupting their gaming experience, unlocking new genres like Match that have been slow to adopt D2C.

However, Apple’s in-app payment system still holds a convenience edge. Developers must therefore still think about how they can offer compelling incentives, like exclusive content or loyalty rewards, to motivate players to choose D2C.

Web shops and direct-to-consumer strategies will be a key topic of conversation at the Dubai GameExpo Summit powered by Pocket Gamer Connects on May 7th to 8th.