Apple Improved Its CX, But Only Because It Was Forced — Will It Last?

Yes, Apple improved its CX, but not voluntarily. The tech giant was forced to make changes after a direct court order by Judge Yvonne Gonzalez Rogers in a high-profile legal battle with Epic Games.

Table of Contents for Apple improved its CX

Background: Apple’s Legal Dispute with Developers

In 2021, Judge Yvonne Gonzalez Rogers issued an anti-steering injunction that required Apple to allow developers to direct users to alternative payment systems outside the App Store.

This ruling stemmed from Epic Games’ challenge to Apple’s 30% commission on in-app purchases. When Epic attempted to bypass Apple’s payment system, Fortnite was removed from the App Store, prompting a lawsuit.

Despite the 2021 ruling, Apple continued to charge a 27% commission on purchases made outside the app and implemented new barriers that made it harder for developers to direct users to other payment options.

Judge Gonzalez Rogers Responds: Apple Acted “Willfully”

Judge Gonzalez Rogers recently ruled that Apple “willfully” chose not to comply with the court’s original 2021 injunction. She accused Apple of intentionally maintaining a multi-billion-dollar revenue stream in defiance of the order.

The result: Apple is now banned from charging any commission on purchases made outside the App Store and cannot interfere with how developers guide users to those external platforms.

So, Why Do I Say That Apple improved its CX?

Because Apple’s control over in-app transactions has been significantly limited, giving developers more freedom and consumers more transparency and choice.

The judge blocked Apple from restricting how developers can point users to where they can make purchases outside of apps. This means that Apple cannot impose any commission or fee on outside purchases, restrict how developers style or place links or calls to action for outside purchases, exclude categories of apps from getting link access, or interfere with consumer choice using anything other than a neutral message when they leave the app.

5 Ways Apple’s Customer Experience Has Improved

1. Potential for Lower Prices

Developers are no longer forced to absorb or pass on Apple’s 27–30% commission on external purchases. This opens the door for more competitive pricing on subscriptions and one-time purchases outside the App Store.

2. Simplified Buying Process

Previously, Apple created obstacles for developers trying to direct users to external payment systems. The court has now ordered Apple to remove these restrictions, allowing smoother navigation and fewer steps to complete purchases.

3. End of Scare Tactics and Barriers

The court explicitly banned Apple from using “scare screens,” generic warnings, or friction-increasing techniques. From now on, Apple can only display neutral messages when users leave an app to make purchases elsewhere.

4. Easier Subscriptions for Services Like Netflix, Spotify, Amazon, Xbox

For apps like Netflix, which no longer offer in-app purchases via Apple, this ruling is a game-changer. Developers can now include direct, clearly styled links or buttons that take users to their external payment pages.

5. Fortnite could return (permanently) to the App Store

Gamers rejoice: Fortnite will return to the U.S. App Store. Epic Games CEO Tim Sweeney confirmed this and said Epic is open to ending other litigation if Apple applies this friction-free, commission-free model globally.

Why Customer Experience (CX) Matters More Than Ever Today

In today’s digital-first economy, Customer Experience (CX) is no longer optional — it’s a key driver of customer loyalty and business success. Consumers expect fast, personalized, and seamless interactions across all channels, and brands that fail to deliver risk losing customers to more agile, customer-centric competitors.

That’s why companies are turning to experts like Redial BPO. As a nearshore and offshore outsourcing partner, Redial BPO helps businesses elevate CX through multilingual customer support, sales, retention, and back-office solutions. Their tech-enabled approach ensures efficient, 24/7 service delivery — boosting customer satisfaction while reducing operational costs. In a world where CX can make or break a brand, strategic partnerships like this are no longer a luxury, but a necessity

Learn more about Redial BPO’s Services, keep reading our blog, or download our Company Overview by clicking the image below.

FAQ About Why Apple improved its CX

1. Why Was Apple Forced to Change its App Store Policies?

Apple improved its CX following a legal ruling from Judge Yvonne Gonzalez Rogers. The court found that Apple had violated a 2021 injunction by continuing to restrict how developers direct users to external payment options and by imposing a 27% commission on such purchases.

2. What Does The New Ruling Prevent Apple From Doing?

The ruling bans Apple from:

• Charging commissions on purchases made outside the App Store.
• Controlling how developers present or style payment links.
• Using scare tactics or generic warnings to discourage users.
• Restricting which types of apps can provide external links.

Apple can only show neutral messaging when users are directed outside the app.

3. How Does This Affect iPhone Users and App Consumers?

Consumers can now expect:

• Lower prices when purchasing directly from developers
• A simpler buying process, with fewer obstacles
• More transparent information about where and how to pay
• Easier subscriptions to services like Netflix, Spotify, and others
• The return of games like Fortnite to the App Store

4. Can Developers Now Fully Bypass Apple’s Payment System?

Yes, developers can now include direct links to their own payment systems, without being forced to pay Apple a commission. However, Apple is still allowed to require some neutral disclosure, and developers still need to comply with App Store guidelines that don’t conflict with the court order.

5. Will These Changes Apply Globally or Only in the USA?

As of now, the ruling only applies in the United States. However, there is growing pressure — including from regulators in the EU and other regions — for Apple to adopt similar user-friendly and developer-friendly policies globally. Epic Games has expressed willingness to drop further litigation if Apple applies the new rules worldwide.

Final Thoughts

What do you think about the court’s impact on Apple and how it could reshape the digital experience for users and developers alike? Has Apple really improved its CX — or just protected its bottom line? Share your thoughts in the comments below — I’d love to hear your take and start a conversation.

Luis Sanchez

Digital Marketing and SEO Specialist focused on driving performance and visibility. Passionate about optimizing websites, campaigns, and strategies to help brands grow smarter and faster.

www.linkedin.com/in/luisignaciosan/