降低50%抽成，苹果谷歌又向一地开放“第三方支付”，开发者收入能否爆发式增长？

扬帆出海2025-12-23

作者丨子墨2025年12月18日，日本《移动软件竞争法案》（MSCA）正式生效，同日，苹果和谷歌也根据这一法案调整了相关政策，其中就包括开放第三方支付。调整后，苹果对在日本接入三方支付的应用收取10-21%的佣金，外链支付收取10-15%的佣金，而对继续使用苹果支付渠道的，则会在原佣金的基础上额外加收5%的手续费。（MSCA原文中对于App Store规定的禁止行为）30%“过路费”，全球开发者“...

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Can developers' income explode?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"GOOGL":0.9,"USJW.SI":0.6,"MACW.SI":0.6,"GOOG":1.93,"AAPL":1.97},"content_text":"作者丨子墨2025年12月18日，日本《移动软件竞争法案》（MSCA）正式生效，同日，苹果和谷歌也根据这一法案调整了相关政策，其中就包括开放第三方支付。调整后，苹果对在日本接入三方支付的应用收取10-21%的佣金，外链支付收取10-15%的佣金，而对继续使用苹果支付渠道的，则会在原佣金的基础上额外加收5%的手续费。（MSCA原文中对于App Store规定的禁止行为）30%“过路费”，全球开发者“公敌”？在未开放三方支付前，苹果和谷歌的应用商店是与支付系统“强制捆绑”的，所有应用内的数字商品或服务购买都必须通过苹果、谷歌本身的支付系统，且在支付系统中产生的销售收入，大型开发者（年营收>100万美元）苹果和谷歌都会抽取高达30%的佣金，小型开发者（年营收≤100万美元）则会抽取15%，由此也被市场称之为“苹果税”和“谷歌税”。也就是说，大型开发者有近三分之一的内购收入会被抽成，其中增加的开发成本，大部分也都最终转嫁给了消费者。多地市场认为，苹果和谷歌的这一行为涉嫌垄断、滥用支配地位、违法了竞争法，近些年两大平台收到的公司诉讼和法律指控并不少。例如，腾讯投资的游戏的开发商Epic Games就是“苹果税”和“谷歌税”支付政策的著名原告之一。2020年8月13日，Epic旗下游戏《堡垒之夜》就在游戏更新时隐藏了一些代码，能让用户绕过苹果和谷歌用自己的支付系统，避开了其30%的抽成，但在几个小时后，就被两大平台审查出来，《堡垒之夜》也遭遇下架。Epic显然也是“有备而来”，在游戏下架后仅一个小时，就在美国北加州区域对苹果和谷歌双双提起了诉讼，指控其违法了垄断法。（《堡垒之夜》游戏）2023年，法院对苹果的最终判断生效，认为苹果未构成垄断，在10项“罪名”中苹果胜诉了9项，但唯一1项Epic胜诉的是在支付方面，苹果被判决不能阻止开发者告知用户除苹果之外的支付方式。由此也意味着，开发者在应用中引流至第三方支付或外链支付，是被法律支持的。谷歌则由于与苹果的生态不同，被法院认为存在“垄断”且有反竞争行为。并要求谷歌禁止强制使用自身支付系统，禁止通过利益交换排挤竞争对手应用商店，并必须在Google Play中为第三方应用商店提供空间，这也直接动摇了谷歌的商业模式。值得注意的是，在打官司的这几年中，同样是“苹果税”“谷歌税”受害者的微软、Facebook都曾全力收集证据，公开支持Epic，足以见得整个移动应用市场都在为这绕不开的30%抽成“对抗”。Epic在两大平台关于支付渠道方面的胜诉，也直接推动了美国当地的相关立法。今年6月，美国议员重新提出了《开放应用市场法案》，但目前未形成法律，如果该法案通过，将强制允许应用侧载、支持第三方应用商店、允许使用替代支付系统，并禁止因开发者向用户告知其他更低的价格方式而对其进行处罚。欧盟立法生效，佣金降低内购不降价？在立法方面，欧盟要比美国更快一步。2024年3月7日，欧盟《数字市场法案》（DMA）正式生效，为了遏制大型数字平台的不公平竞争行为，该法案命令禁止了限制应用开发者引导用户使用其应用以外的渠道进行支付，以此来保障消费者权益。也就是说，全球各地只要通过苹果和谷歌应用商店在欧盟地区分发的应用，都可以使用第三方支付方案。2025年4月，苹果就因限制开发者告知用户替代支付选项，被欧盟委员会处以5亿欧元的巨额罚款。此后，苹果也调整了在欧盟的抽成策略，大型/普通开发者佣金从30%下降到了17%，小型开发者且订阅满一年，佣金从15%降到了10%。根据Analysis Group机构的调查结果显示，在受DMA影响的2.1万个应用，涉及4100万笔交易行为中，91%的应用在佣金降低后，并没有降低内购价格，几乎是保持价格不变甚至还有部分提高了价格。在少数降价的应用中，平均降幅仅为2.5%。在这些交易中，有2010万欧元存入了佣金账户，其中86%的佣金差额流向了非欧盟开发者。（Analysis Group调查数据）由此可见，欧盟对外部应用生态存在一定的依赖。对于进入欧盟市场的应用开发者来说，DMA的实施有效降低了支付渠道佣金，使其应用内购收入得到显著提升。然而从消费者端来看，其直接获益目前尚不明显。韩国打出“第一拳”，无奈打到“棉花”上尽管众多头部移动应用开发者位于美国，但就限制苹果、谷歌支付抽成问题的立法而言，美国和欧盟均非“第一人”。率先实施立法的，是韩国。早在2022年3月，韩国《电信商业法》修正案就已生效，明令禁止了应用商店强制开发者使用自家支付系统，且禁止运营商因开发者使用其他支付方式而进行不合理地拖延审核、拒绝上架或下架应用等报复行为，以此来打破支付垄断。同年6月，苹果调整了政策，允许开发者在韩国使用第三方支付，韩国也由此成为了苹果全球首个开放三方支付的国家。不过，苹果规定，在韩国使用外部支付的开发者仍需向苹果缴纳26%的佣金，并需每月向苹果报告销售情况。谷歌的做法也类似，虽然在韩国允许了第三方支付，但开发者不能直接跳出应用导向自家网站的支付链接（即外链支付），抽成费率也和苹果一样，仅降低了4%。这种佣金降幅有限，且带附加条件“换汤不换药”的调整，引起了开发者的强烈不满，甚至由于佣金降幅有限且使用第三方支付流程繁琐，一些开发者被迫提高了在韩国的服务价格，并将成本转嫁给了消费者。这也直接导致了2025年6月，超过百家韩国企业联合在美国提起诉讼，要求苹果和谷歌降低抽成，并对其垄断行为和不合理的收费对企业造成的损失进行赔偿。写在最后近些年，全球各地开发者都在为苹果和谷歌的高额抽成而进行着“博弈”，两大平台也相继根据各地立法调整支付政策。整体来看，开放第三方支付已是大势所趋。在此过程中，市场关注焦点主要集中在：谷歌和苹果将如何调整分成比例、是否增设其他条件、开发者怎样平衡成本与用户留存，以及第三方支付服务商能否顺利接入并把握机遇。随着日本MSCA法案的生效，苹果营收的主要区域（美国、欧盟、中国及日本），只有中国开发者还在面临30%的“苹果税”以及应用商店与支付渠道强制捆绑的垄断局面。未来，期待国内也能推进相关立法进程，为开发者创造更公平的市场环境。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2593463608","isCrawlerRequest":true}