App developers
deserve a level playing field

The Coalition for App Fairness is an independent nonprofit organization founded by industry-leading companies to advocate for freedom of choice and fair competition across the app ecosystem.

our vision

We believe that every app developer is entitled to fair treatment and that every consumer should have complete control over their own device. Our App Store Principles will ensure a level playing field for platforms like Apple and a consistent standard of conduct across the app ecosystem. Learn more about our principles here.

the issues

Carefully Crafted Anti-Competitive Policies

Apple and Google use their control over their respective operating systems and app stores to favor themselves by controlling the products and features that are available to consumers. Both companies require equipment manufacturers to limit options, force developers to sell through the App Store and Google Play Store, and even steal ideas from competitors.

30% “App Tax” on Creators & Consumers

For most purchases made within the app stores, or through in-app payments, Apple and Google take as much as 30% of the purchase price. No other transaction fee — in any industry — comes close. This app tax cuts deeply into consumer purchasing power and developer revenue. This app tax is especially unfair when it is imposed on apps that compete directly with those sold by Apple, driving up their prices and putting them at a distinct competitive disadvantage.

No Consumer Freedom

If consumers want to use a modern mobile device, Apple and Google levy taxes that no one can avoid. No competition, no options, no recourse. The App Store and Google Play Store policies are prisons that consumers are required to pay for and that developers cannot escape.

0 %

Tax

on most app purchases in its App Store

Source: Apple

0 %

than the upper limit of 5% charged by other payment providers for purchases

Source: AVC

$ 9000000000 +

in revenue annually directly from its app tax

Source: CNBC

about the coalition

Two companies have near-total control over the entire mobile ecosystem and what apps consumers get to use. After nearly a decade with no oversight, regulation, or fair competition, it’s time for Apple and Google to be held accountable

The Coalition for App Fairness aims to create a level playing field for app businesses and give people freedom of choice on their devices. Our members want every app developer to have an equal opportunity to innovate and engage in commerce, free from draconian policies, unfair taxes, or monopolistic control. In the past, individual companies have spoken out against the App Store policies through efforts like Spotify’s Time to Play Fair and Epic Games’ #FreeFortnite campaign. Today, these companies and many others are joining forces to speak as one.

The Coalition represents all innovators — from startups to small developers to indie studios to first-time creators. Have your voice heard by joining the Coalition today.

news

Coalition for App Fairness Lays out Principles for DMA Compliance in Open Letter to European Commissioners Reynders, Breton

Coalition for App Fairness Statement on the European Commission Designation of Apple and Google as Mobile App Gatekeepers

Checkatrade Joins Coalition for App Fairness to Fight for Consumers and Tradespeople

The global tide is turning

App store gatekeepers have carefully crafted their mobile device ecosystems to eliminate competition and maximize their own control and profits, to the detriment of developers and consumers. Now policymakers and regulators around the world are starting to see these anti-competitive practices for what they are and taking steps to open the app marketplace to competition.

App developers deserve a level playing field