It was the year 2018 when Netflix removed the button to subscribe to the platform from the application for iOS. The reason, far from making it difficult for users, was obvious: Apple forced to use its payment gateway and, therefore, kept a commission. Since then, Netflix users could only use the app to sign in, not to subscribe. But it ended.
And it is that Netflix has deployed in its app for iOS a button that allows quick access to the company website and subscribe from it, thus avoiding Apple commissions. Is it a pulse to Apple? Not really, it is the result of the different anti-competitive cases in which the company has been involved.
Not just Netflix, any reading app can do it
On the left the button to open Safari and subscribe. In the center, the notice shown by Apple. On the right, the Netflix website to start the subscription process.
From now on, when users download the Netflix app on iOS, they will see a red button on the main screen of the app. Tapping it will open a Safari window for start the subscription process to the platform. This, until just a few months ago, was against the rules of the App Store.
However, in the wake of Japan’s Fair Trade Commission, Epic Games’ lawsuit against Apple, South Korea’s decision, and the recent Digital Markets Act (DMA) of the European Union, Apple has been forced to open his hand and allow links to third parties. This is reflected in point 3.1.3(a) of the App Store Review Guidelines:
“3.1.3(a) “Reading” Applications: Applications may allow the user to access previously purchased content or content subscriptions (specifically: magazines, newspapers, books, audio, music, and video). Reading applications may offer account creation for free tiers and account management functionality for existing customers Reader app developers can request the external link account right to provide an informational link in their app to a website they the developer owns or is responsible for creating or managing an account.”
In other words, magazine, newspaper, book, audio music and video apps (including, for example, Spotify) can put a link that opens a window in safari so that users can subscribe. Thus, the developer can skip Apple’s commissions.
When clicking on the button, iOS shows a warning message stating that “All accounts or purchases made outside of this app will be managed by the developer ‘Netflix’. Your App Store account, stored payment methods, and related features, such as managing subscriptions and requesting refunds, will not be available. Apple is not responsible for the privacy or security of any transactions made.” Accepting opens Safari and you can start the process.
Beyond Netflix, the interesting thing is see the services start to move. Hopefully, over time, more apps will implement these changes. What is clear is that the App Store is undergoing changes and that the debate about commissions is still going on for a long time.
George is Digismak’s reported cum editor with 13 years of experience in Journalism