Apple Allows Competing App Stores for Users in Brazil

Apple Implements Changes to Its App Store in Brazil

Apple will announce the possibility for iPhone users to purchase apps from rival app stores. The decision was communicated on Tuesday (23) by Brazil's Administrative Council for Economic Defense (Cade). This measure aims to ensure more competition in Apple's app market.

Cade initiated an investigation into **anti-competitive practices** within the iOS ecosystem following a complaint from Mercado Livre in December 2022. Apple was required to propose a Commitment Term of Cessations (TCC) to address the issues raised by the regulatory authority.

Terms of the Agreement and Its Implications

With the approval of the agreement, expected to occur shortly, iOS apps will be able to process financial transactions outside of Apple's payment system. The options must be presented equally to the user, providing more freedom in choosing the payment method.

Apple will have a period of up to 105 days to adjust its operations in Brazil, with new guidelines to be followed for three years. If the results are not satisfactory in terms of promoting competition, Cade may revise the established terms.

Case History

The investigation of Apple at Cade resulted in measures requiring the company to offer payment alternatives. In November 2024, Cade's Superintendency imposed a preventive measure, which was suspended during the negotiation process. In July 2025, Apple began discussing an agreement, which led to the recent approval.

If Apple fails to comply with the agreement, it could be fined up to R$ 150 million, and Cade would have the freedom to resume the investigation and the previously imposed preventive measures.

Future Perspectives

With this change, a fairer coexistence between app platforms is expected, benefiting both developers and consumers. This action could serve as a reference for future regulatory cases in the technology sector in Brazil and other countries.