Introduction
Apple recently found itself at the center of controversy after users and developers spotted red warning icons next to apps using third-party payment systems in the EU App Store. Many interpreted this as a retaliatory move against the Digital Markets Act (DMA), raising questions about Apple’s transparency and developer fairness. But the reality may be more nuanced than it appears.
Background: Apple and the DMA
The Digital Markets Act (DMA), enforced by the European Union, is designed to regulate large digital platforms—like Apple, Google, and Meta—to ensure a more competitive and fair marketplace. A key part of the DMA mandates that app developers must be allowed to offer external payment systems instead of being locked into platform-controlled options.
Apple, traditionally known for its tightly controlled ecosystem, was required to allow this under its DMA Compliance Plan, launched in March 2024. One visible change: disclosure screens warning users when an app opts out of Apple’s in-app payment system.
The Controversy Around Warning Labels
In May 2025, a social media post by Viktor Maric gained traction for showcasing one of these warning messages in an EU-based app, Instacar. The message read:
“This app does not support the App Store’s private and secure payment system. It uses external purchases.”
This warning, displayed with a red exclamation mark, ignited debate within the developer community, many of whom saw it as “malicious compliance” or a scare tactic by Apple to discourage third-party payments.
What Apple Says About the Warnings
Despite the public outcry, Apple clarified that these warnings are not new. They’ve been in place since the DMA Compliance Plan began in March 2024.
In fact, the company had planned to revise the language of the warnings to a more neutral tone:
“Transactions in this app are supported by the developer and not Apple.”
Apple claims that the European Commission (EC) had no objections to the updated message but asked Apple to delay implementation pending further guidance. Consequently, the original warning remains active.
Image Credits: Apple
Why Developers Are Alarmed
While the message may technically be a user disclosure for transparency, many developers see it as a deterrent that could affect user trust and conversions. The visual cue—a red exclamation mark—coupled with the phrasing, gives the impression of risk or insecurity, even though third-party systems may be secure and legitimate.
This is particularly frustrating given that Apple recently lost a legal battle with Epic Games in the U.S., which forced the tech giant to allow developers to link to external payment systems. Though Apple is appealing that decision, the timing has intensified scrutiny on its global practices.
Misunderstanding or Malicious Compliance?
It’s easy to understand why some developers and tech commentators jumped to conclusions. The warning label appeared unfamiliar, and the social media post went viral, reinforcing a narrative of Apple retaliating against regulation.
However, Jacob Eiting, CEO of RevenueCat, quickly pointed out on X (formerly Twitter) that these disclosures have existed for some time and are limited to the EU. He theorized that few developers had taken advantage of the external payment option—less than 100 by some counts—which is why the messages hadn’t been widely noticed until now.
What’s Next for Apple and Developers?
In April 2025, the European Commission fined Apple €500 million for non-compliance with the DMA. Apple is currently appealing the decision, but this ongoing legal friction makes it likely that further changes—and clarifications—are ahead.
If you’re a developer or entrepreneur working within the App Store ecosystem, it’s critical to stay informed and adaptive. Regulatory frameworks like the DMA are only going to evolve, and compliance will require not just technical but strategic adjustments.
Implications for Entrepreneurs and App Developers
For app developers in the EU and beyond, this scenario underscores the need to:
Understand regional regulations like the DMA
Stay current with platform policies from tech giants like Apple
Communicate transparently with users about payment options
Optimize UI/UX to reduce drop-off due to warning labels or trust issues
Conclusion
While Apple’s warning labels on the EU App Store may have sparked concerns, they are not a new development. The confusion highlights a larger issue: the complexity of navigating digital regulations and platform policies. Whether you’re a solo developer or a growing app company, staying informed is essential.
For deeper insights into app development, marketing trends, and tech compliance, visit Trenzest.com—your trusted partner for future-ready innovation.
