Apple to Permit Third-Party App Stores and Payment Options in Brazil Following EU Standards – Wednesday, December 24, 2025

Apple has announced it will allow third-party app stores and external payment systems in Brazil, marking a significant shift in its traditionally closed ecosystem. This move aligns with previous regulatory-driven changes implemented in the European Union.

Who should care: AI product leaders, ML engineers, data science teams, technology decision-makers, and innovation leaders.

What happened?

Apple is preparing to permit third-party app stores and external payment systems in Brazil, signaling a major departure from its long-standing policy of tightly controlling app distribution and payments within its ecosystem. This decision comes amid increasing regulatory pressures similar to those faced in the European Union, where Apple has already begun loosening restrictions. By enabling developers to distribute apps outside of the Apple App Store, this change is expected to foster greater competition and innovation in Brazil’s expanding digital market.

Allowing external payment systems also means developers can bypass Apple’s commission fees, potentially lowering costs for both developers and consumers. This could translate into more competitive pricing and greater flexibility in payment options for users. The move reflects Apple’s response not only to regulatory demands but also to the evolving market dynamics in Brazil, which boasts a rapidly growing tech sector and rising smartphone adoption rates.

This shift follows Apple's recent policy adjustments in the EU, where regulatory mandates compelled the company to open its ecosystem to third-party app stores and alternative payment methods. Brazil’s regulatory environment is now driving similar changes, highlighting a global trend toward increased scrutiny of tech giants and their control over digital marketplaces.

Why now?

Apple’s decision to change its policies in Brazil is influenced by a global wave of regulatory scrutiny targeting monopolistic practices among major technology companies. Over the past 18 months, governments worldwide have intensified efforts to promote competition and curb anti-competitive behaviors, with the EU leading the way. These regulatory actions have set a precedent that is now influencing markets like Brazil, where the government is actively encouraging a more competitive digital economy. To comply with these local regulations and remain competitive, Apple is adapting its business model to allow greater openness in its app ecosystem.

So what?

Strategically, Apple’s move to open its ecosystem in Brazil could reshape the competitive landscape by leveling the playing field for app developers and stimulating innovation through increased market access. This could lead to more diverse app offerings and potentially better pricing for consumers. However, operationally, the introduction of third-party app stores and external payment systems will require Apple to strengthen its security measures to safeguard app quality and protect user data, as these new channels introduce additional risks.

What this means for you:

• For AI product leaders: Explore new distribution opportunities in Brazil to broaden your product’s reach and tap into emerging markets.
• For ML engineers: Assess how the integration of diverse payment systems might affect data collection, analytics, and user behavior modeling.
• For data science teams: Analyze how reduced platform fees could impact user acquisition costs and revenue projections, adjusting models accordingly.

Quick Hits

• Impact / Risk: Third-party app stores will increase competition but may introduce security and quality control challenges.
• Operational Implication: Organizations should revisit app deployment strategies to leverage new distribution channels effectively.
• Action This Week: Review current app distribution plans, evaluate potential partnerships with third-party stores, and strengthen security protocols to address risks from external payment systems.