Apple CEO Tim Cook visited China this week. His visit comes days after the company reduced App Store fees for developers in the country following regulatory pressure. With this move, the Cupertino-based tech giant has cut its commission from 30% to 25% for the first time in its second-largest market outside the US. This marks a notable shift in Apple’s approach in one of its key markets, where authorities have been scrutinising its platform policies.
According to a Bloomberg report, Cook’s visit included appearances at the China Development Forum in Beijing and an Apple Store event in Chengdu marking the company’s 50th anniversary. His remarks focused on collaboration with Chinese developers and manufacturers, even as Apple faces ongoing calls from regulators and state media to further ease its App Store practices.
Apple’s App Store fee cut in China come amid regulatory pressure
Earlier this month, Apple lowered the commission it charges developers on purchases made through its mainland China App Store. The revised 25% rate applies to apps across iOS and iPadOS and came after what the company described as “discussions with the Chinese regulator.”
The change comes as Chinese authorities increase scrutiny of Apple’s App Store model, particularly around in-app payment restrictions and commission structures. Following the announcement, a prominent Chinese newspaper called on Apple to go further and address what it described as “monopolistic” practices.
Apple has previously faced tensions with major Chinese firms such as Tencent and ByteDance over its App Store rules. The platform, launched in China in 2010, operates under tighter regulatory oversight than in other markets, including content removals at the government’s request.
Apple CEO Tim Cook highlights partnerships and shared goals during China visit
Speaking in Beijing, Cook emphasised Apple’s alignment with China on broader themes such as sustainability and innovation, Bloomberg noted.
“Innovation, green development and education are not separate properties — they are deeply connected. They represent the vision of progress that we at Apple share, and we are committed to collaborating with our partners across China and with all of you to make that vision a reality,” Cook said.
He also pointed to the role of local developers and manufacturing partners in Apple’s operations. An “excellently talented developer community” contributes to economic opportunity, while advancements in automation are reshaping China’s manufacturing sector,” he said.
“There is a Chinese proverb I love – ‘a single tree does not make a forest.’ Together, I believe we can plant that forest,” Cook added.
Pressure on Apple App Store likely to continue despite concessions
Despite the fee reduction, Apple may continue to face regulatory and political pressure in China, the report claims. Authorities have been examining the company’s policies on in-app payments and restrictions on third-party payment systems.
The company has already made concessions in other regions. In 2024, Apple agreed to open its mobile wallet technology to third parties in Europe as part of a settlement with regulators. Similar demands, particularly for alternative payment systems and less platform control, are also evident in China.
Cook’s visit comes shortly after the changes to the App Store, highlighting the tech giant’s efforts to maintain its ties with Chinese stakeholders.
