App Store Fees Compared: Apple vs Google vs Alternatives

App store fees are one of the most contentious issues in software development. For years, Apple and Google have charged developers 15-30% commission on every digital transaction, a cost that flows directly to consumer prices and developer margins. But regulatory pressure and new legislation have reshaped the landscape. In 2026, the fee structure is more complex and more competitive than ever. This guide breaks down every major platform's fees, payment terms, and what it means for your bottom line.

The Traditional Duopoly: Apple and Google

Apple App Store

Apple's fee structure in 2026 remains the most restrictive in the industry:

• Standard commission: 30% on digital goods and services
• Small Business Program: 15% for developers earning under $1 million per year
• Subscriptions (second year+): 15% after a subscriber's first year
• Physical goods and services: 0% (handled outside the app)
• Advertising: 0% (Apple does not tax ad revenue)

The European Union's Digital Markets Act forced Apple to permit alternative app stores and third-party payment systems in EU member states. In practice, Apple still charges a Core Technology Fee of EUR 0.50 per app install per year for apps distributed outside the App Store in the EU, capped at EUR 1 million per developer. This effectively means EU alternative distribution saves money only for large developers with high per-user revenue.

In the United States, the Supreme Court declined to hear Apple's appeal in the Epic v. Apple case in 2024. Apple now permits developers to link to external payment options, but still charges a 27% commission on purchases made through external links (12% for Small Business Program participants).

Google Play Store

Google's fee structure is slightly more flexible:

• Standard commission: 30% on digital goods and services
• Reduced tier: 15% for the first $1 million in revenue per year
• Subscriptions: 15% from the first year (reduced from 30% in 2021)
• User choice billing: Available in 35+ countries, allowing third-party payment alongside Google Play Billing

Under user choice billing, if a user selects a third-party payment option, Google charges 12% instead of 15% (or 26% instead of 30% for revenue above $1 million). This is a modest savings but requires maintaining two payment integrations.

Google was also found to have monopolized app distribution by a federal court in 2024. As part of the remedies, Google must allow alternative app stores on Android devices without penalty and permit developers to inform users about alternative payment methods.

Fee Comparison Summary

Alternative App Stores Gaining Traction

Epic Games Store (Mobile)

Epic launched its mobile store in 2024, following its legal battles with both Apple and Google. The Epic Games Store on mobile charges 12% commission, the same rate as its desktop counterpart. It supports both Fortnite and third-party games. On Android, it is available worldwide through direct download. On iOS, it is available only in the EU through the alternative marketplace framework.

For developers, the Epic Games Store offers the most favorable economics of any major platform. However, its audience is heavily skewed toward gamers, limiting its relevance for non-gaming applications.

Microsoft Store

Microsoft reduced its commission to 15% for games and 12% for apps in 2021, making it one of the most developer-friendly mainstream stores. The Microsoft Store on Windows includes support for Win32 apps, progressive web apps, and Android apps (via the Windows Subsystem for Android, though Microsoft deprecated this in 2025). While Windows has limited mobile market share, the store is relevant for desktop apps and cross-platform distribution.

AltStore PAL

AltStore PAL is an alternative app marketplace for iOS, available exclusively in the EU under the DMA framework. It charges developers a 0% commission, though it collects a small Patreon-based contribution from users to fund operations. AltStore is best known for enabling apps that Apple's review process would reject, including emulators and developer tools. Its reach is small but growing among enthusiast communities.

Samsung Galaxy Store

Samsung's Galaxy Store charges 25% commission on most apps but reduced game commissions to 15% in 2025 in an attempt to attract developers. The store reaches a large audience through Samsung's dominant Android market share but is limited to Samsung devices.

Hidden Costs Beyond Commission

Commission rates are only part of the cost equation. Developers should also consider:

• Annual developer fees: Apple charges $99/year, Google charges $25 one-time, Microsoft charges $19 for individuals and $99 for organizations
• Payment processing fees: When using third-party payments, Stripe and PayPal charge 2.5-3.5% plus a fixed fee per transaction
• Tax compliance: Apple and Google handle VAT/GST collection in most jurisdictions; self-managed payments require tax compliance in every market
• Refund management: Platform-managed refunds are simpler but may be more generous to consumers than your own policies
• App review costs: Apple's review process averages 24-48 hours; rejections add development time
• Search ranking: Both Apple and Google give visibility advantages to apps using their native billing systems

Strategic Recommendations for Developers

Choosing the right distribution strategy depends on your revenue model, target market, and resources:

1. For small developers (under $1M revenue): Use native billing on both platforms. The 15% rate is reasonable, and the friction of alternative payments outweighs the savings.
2. For subscription apps in the EU: Evaluate user choice billing on Google Play and alternative marketplaces on iOS. The savings on recurring subscriptions can be significant.
3. For gaming studios: Distribute through Epic Games Store where possible, especially for cross-platform titles. The 12% rate versus 30% is transformative at scale.
4. For apps selling physical goods: No app store fees apply. Focus on optimizing your checkout experience and reducing payment processing costs.
5. For high-revenue apps in the US: Link to external payment options where permitted. Even with Apple's 27% commission on external purchases, the combination of lower payment processing and direct customer relationships can be net positive.

The Regulatory Horizon

The app store landscape will continue to evolve. Key developments to watch:

• EU Digital Markets Act enforcement: The European Commission has fined Apple EUR 1.8 billion for anti-steering practices and is investigating compliance with alternative distribution requirements
• US antitrust remedies: The Department of Justice case against Google may result in further remedies for app distribution
• Japan and South Korea: Both countries have passed laws preventing platform operators from forcing developers to use proprietary payment systems
• India: The Competition Commission of India has ordered Google to allow alternative billing systems

Conclusion

App store fees remain a significant cost for digital businesses, but the landscape is more favorable to developers in 2026 than at any point in the past. Competition, regulation, and alternative platforms are slowly eroding the 30% standard. For developers, the key is understanding the nuances of each platform's fee structure and strategically choosing where and how to distribute.