Apple, the world’s most valuable technology company, has long been known for its ironclad grip over the iOS ecosystem. For years, iPhone users in Brazil—like those in most countries—could only download apps from Apple’s official App Store and had to use the company’s own payment system for in-app purchases. But that’s about to change, thanks to a landmark settlement reached on December 23, 2025, between Apple and Brazil’s antitrust regulator, the Administrative Council for Economic Defense (CADE).
This agreement, which ends a three-year investigation into Apple’s alleged anti-competitive practices, will force the company to open iOS in Brazil to third-party app stores and alternative payment methods. According to MacDailyNews and 9to5Mac, the move is the result of a complaint filed in 2022 by MercadoLibre, Latin America’s e-commerce giant, which accused Apple of abusing its dominant position by restricting app distribution and mandating the use of its in-app purchase (IAP) system.
Under the terms of the settlement, known as the Termo de Compromisso de Cessação (TCC) or Commitment to Cease Term, Apple must enable alternative app distribution channels on iOS devices in Brazil. Developers will have the freedom to use third-party payment processors for in-app purchases, displayed alongside Apple’s own payment system. Apps will be permitted to promote external offers and direct users to complete transactions outside the app, using links or buttons. Importantly, any user notifications about these new options must be neutral and objective—no more nudging users back to Apple’s own services with subtle warnings or confusing language.
Special attention has also been given to protecting younger users. Apple is required to develop safeguards in collaboration with CADE, aiming to minimize risks for children as the ecosystem opens up. The company has up to 105 days from the settlement’s approval to implement these changes, a timeline that likely aligns with an iOS update expected in early 2026. If Apple fails to comply, it could face fines of up to R$150 million (about $27 million), and the investigation could be reopened. The agreement will last three years, with the possibility of extension or review if its pro-competitive goals aren’t fully met.
In a statement to 9to5Mac, Apple acknowledged the regulatory demands: “In order to comply with regulatory demands from CADE, Apple is making changes that will impact iOS apps in Brazil. While these changes will open new privacy and security risks to users, we have worked to maintain protections against some threats, including keeping in place important safeguards for younger users. These safeguards will not eliminate every risk, but they will help ensure that iOS remains the best, most secure mobile platform available in Brazil and we will continue to advocate on behalf of users and developers.”
MercadoLibre, whose complaint sparked the investigation, welcomed CADE’s intervention but expressed reservations about the scope of the settlement. The company stated that while the agreement “only partially addresses the needs of more balanced rules” in the mobile ecosystem, it marks an important step toward fairer competition.
This isn’t just a local story. Brazil now joins the European Union, Japan, and South Korea as major markets where Apple has been compelled by regulatory authorities to open iOS to alternative app marketplaces and payment options. The European Union’s Digital Markets Act (DMA), effective since early 2024, has already required Apple to allow alternative app distribution and payment methods across all 27 EU member states. Japan’s Mobile Software Competition Act, meanwhile, obliges Apple to permit third-party app stores and non-Apple payment processors, provided they meet basic safety standards. South Korea, Australia, the UK, and India are either considering or actively pursuing similar measures.
For Brazilian iPhone users, the changes could be transformative. Until now, downloading an app meant going through Apple’s tightly controlled App Store, where pricing, features, and distribution models were dictated by the company’s rules. Soon, users will be able to choose from a variety of app marketplaces, potentially offering different deals, exclusive content, or unique features. Developers—especially smaller ones or those focused on niche markets—stand to benefit from lower transaction fees and the ability to use alternative payment processors, reducing their reliance on Apple’s in-app purchase system.
But Apple isn’t giving up all control. According to Tecnoblog, the company will maintain a fee structure under the new framework: a 25% commission on standard App Store purchases, a 15% fee for external payment redirects using buttons or links, and a 5% Core Technology Commission for sales made through alternative app stores. This ensures Apple still profits from the ecosystem it built, even as it loosens its grip under regulatory pressure.
Security and privacy remain central to Apple’s public defense. The company has long argued that its closed ecosystem protects users from malware, scams, and privacy violations. In its statement, Apple warned that allowing third-party app stores and payment systems “will open new privacy and security risks to users,” but said it “has worked to maintain protections against some threats, including keeping in place important safeguards for younger users.” Experts, as cited by MacDailyNews, caution that sideloading and third-party stores could indeed introduce risks like malware if not properly managed.
This settlement is part of a wider global reckoning for Big Tech. As antitrust authorities in multiple countries turn up the heat, Apple’s once-unchallenged control over the iOS ecosystem is being eroded. The company has already faced regulatory setbacks in the EU, Japan, and South Korea, and similar pressures are mounting in places like the United Kingdom, Australia, and the United States—where the Epic Games lawsuit has also forced changes to Apple’s App Store policies. Investors and industry watchers are keenly observing whether this regulatory momentum will continue to reshape Apple’s global strategy.
For now, the immediate winners are Brazilian developers and consumers, who will soon enjoy more freedom and choice in how they access and pay for apps. The changes are expected to reduce transaction costs, foster innovation, and encourage competition in one of the world’s fastest-growing app markets. Yet, as MercadoLibre points out, the fight for truly balanced rules in the mobile ecosystem is far from over.
Apple’s agreement with CADE marks a pivotal moment not just for Brazil, but for the global mobile app industry—a sign that even the most tightly controlled digital platforms can be pried open under sustained regulatory scrutiny. The coming months will reveal how Apple adapts, how users respond, and whether this new openness will inspire other countries to follow suit.
