Antitrust pressure intensifies: Apple is forced to rebuild its app ecosystem in Japan

Faced with the implementation of Japan’s new “Mobile Software Competition Law” (MSCA), Apple has helplessly announced the opening of its application ecosystem in the Japanese market. This means developers can now establish alternative app stores on the iOS platform and handle in-app purchase payments, bypassing Apple’s official channels. This compromise is not driven by the company’s voluntary wishes but is an inevitable result of the global regulatory wave.

Continuous Pressure from the Global Anti-Trust Wave

Apple faces similar pressures in its three major markets worldwide. The European “Digital Markets Act” (DMA) has forced the company to allow alternative app markets. In the US market, although the lawsuit between Epic Games and Apple has not explicitly confirmed monopoly, court rulings require Apple to allow developers to use third-party payment solutions (this decision is still under appeal, with details pending). Japan’s MSCA law has officially come into effect, becoming the final straw that breaks the camel’s back.

How Apple Responds: The Balance Between Security and Interests

Apple states that these open initiatives could bring about malware, fraud, and privacy risks. Therefore, the company announced the launch of an app market certification mechanism (“Notarization” system) in cooperation with Japanese regulators, claiming it can protect children from inappropriate content and scams.

This detail warrants deep reflection: Apple could have established such a security framework from the beginning to balance openness and protection, but it never did so before regulatory pressure arrived. Similar to its response in the EU, Apple has also designed a complex commission structure for the Japanese market, attempting to meet legal requirements on paper while maintaining revenue levels from the app store.

Industry Voices: Questions from Third-Party Platforms

Epic Games CEO Tim Sweeney spoke candidly. He pointed out that although Apple is forced to open up to competing app stores, the company has set new barriers. Fortnite will not return to the iOS Japanese version in 2025 because Apple charges a 21% commission on in-app purchases from third-party developers.

Sweeney commented on social media, criticizing Apple’s move as a violation of the true spirit of openness and a “blatant disregard” for the Japanese government and users. He further drew a comparison: what if Microsoft required all games from Steam and Epic Games Store to use its API for business monitoring and report all transactions to Microsoft? How would the gaming community and regulators react? “What Apple is doing in Japan today is exactly that,” he added.

Policy Deadlines and Future Outlook

Apple requires developers to agree to the latest “Apple Developer Program License Agreement” by March 17, 2026, which includes new options for the Japanese market. This time window indicates that the game between regulatory compliance and business adjustments is still ongoing.