Apple has confirmed that recent uproar over warning messages displayed alongside apps that use third-party payment systems in the EU App Store is unfounded, explaining these alerts have actually been in place since March 2024.
Recently, viral attention centered on messages next to EU app listings which cautioned users that certain applications did not employ Apple’s proprietary “private and secure payment system.” Marked by a prominent red exclamation point, the warnings appeared to suggest Apple was explicitly urging users to steer clear of apps relying on external payment options, an allowance under Europe’s recently implemented Digital Markets Act (DMA).
However, according to Apple, these disclosures were rolled out more than a year ago as part of the company’s initial DMA Compliance Plan. The confusion surrounding their presence appears to have been sparked by a widely-shared social media post from earlier this week. The post, highlighting the cautionary message next to the European app Instacar, rapidly gained traction and criticism, fueling speculation that Apple was deliberately using the warnings as retaliation amid its ongoing regulatory and legal battles.
This misunderstanding was exacerbated by the timing of the controversy, as many assumed the messages emerged recently in response to the company’s recent legal defeat to Epic Games in the United States, which required Apple to relinquish its exclusive hold over in-app payment systems.
In reality, Apple had already planned to revise these user disclosures in August 2024, following initial negative feedback. The revised wording would have stated instead that “transactions in this app are supported by the developer and not Apple,” seemingly offering a more neutral announcement. This proposed update, according to Apple, was not opposed by the European Commission (EC); however, the EC advised the company against making immediate changes pending further instructions. Without receiving subsequent updates, Apple kept the original message in place.
The ongoing tension surrounding this topic is further intensified by a recent action from European regulators, which saw Apple fined €500 million in April 2025 for alleged non-compliance with DMA provisions—a decision Apple is currently appealing. Critics of the company have previously accused Apple of attempting to discourage third-party payment usage through subtle but impactful warnings, cumbersome processes, and extra fees designed to offset lost revenues from commissions.
Observers have also pointed out that, to date, fewer than 100 developers have opted to incorporate external payment solutions within Europe’s App Store, attributing the limited uptake to complex procedures and perceived hurdles imposed by Apple’s DMA compliance strategy.
