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• 6 min read
• Published on 13 August 2025
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View the full Basket:Unlocking App Store Payments
For what feels like an eternity, I’ve accepted a simple, if infuriating, fact of digital life. If you want to buy an app or a service within it, you pay the house. And the house, in this case, has always been Apple or Google, who graciously take a king's ransom of up to 30% for the privilege of using their payment system. It’s been a cosy, ludicrously profitable duopoly. But down in Australia, a court has just taken a sledgehammer to the front door, and I think we’re about to see the whole edifice start to wobble.
View the full Basket:Unlocking App Store Payments
Let’s be clear about what this is. For over a decade, Apple and Google have operated their app stores as digital fiefdoms. They built the roads, so they get to charge an astronomical toll on every single vehicle that uses them. Every game you buy, every subscription you renew, every daft in-app purchase your child makes without asking, it all flows through their coffers. An Australian federal court has now called this what it is, an abuse of market power that stifles competition.
This isn't just some regulatory slap on the wrist. To me, this feels different. It’s the first significant legal victory that fundamentally challenges their right to force developers into this arrangement. The implications are enormous. We’re talking about hundreds of billions in transactions globally that were previously off-limits to any other payment company. That gate has just been kicked open.
View the full Basket:Unlocking App Store Payments
When a monopoly cracks, there are always companies waiting in the wings, ready to scoop up the opportunity. I see a few obvious contenders here. First, you have the household name, PayPal. With its colossal user base and established trust, it’s the most natural fit. Convincing someone to use PayPal in an app store is hardly a difficult sales pitch, they’re probably using it everywhere else already.
Then you have the giants who own the plumbing of the financial world, like Mastercard. They operate the vast networks that everything else runs on. Integrating their rails directly into app stores could allow them to handle the immense volume of transactions with ease. Finally, you have the more nimble, mobile-focused players like Shift4 Payments. Whilst smaller, these companies have built their entire business around the very digital and app-based commerce that dominates this space. They might just be scrappy enough to carve out a significant niche.
View the full Basket:Unlocking App Store Payments
Don't for a second think this is just about kangaroos and koalas. Regulators worldwide, particularly in Europe with its Digital Markets Act, have been circling Big Tech’s walled gardens for years. The Australian ruling provides a powerful legal precedent. It shows that these challenges can succeed. I would be astonished if we didn't see similar rulings pop up across other major economies in the coming months and years. Each new market that opens up represents another colossal revenue stream becoming available. It’s this potential shift that forms the core thesis behind investment themes like the Unlocking App Store Payments basket.
View the full Basket:Unlocking App Store Payments
Now, before we all get carried away, let’s be pragmatic. Apple and Google are not going to surrender their golden goose without a monumental fight. They will appeal, they will lobby, and they will likely make integrating third-party payment systems as technically awkward as possible. There are also significant costs for payment companies to build seamless integrations, and competition will be fierce once the doors are truly open. We also can’t be certain that consumers, comfortable with the status quo, will be bothered to switch. Still, despite these risks, the direction of travel seems clear. A market that was once hermetically sealed is being prised open, and that is a fundamental, game-changing shift for the payments industry.
View the full Basket:Unlocking App Store Payments
View the full Basket:Unlocking App Store Payments
View the full Basket:Unlocking App Store Payments
View the full Basket:Unlocking App Store Payments
View the full Basket:Unlocking App Store Payments
View the full Basket:Unlocking App Store Payments
This article is marketing material and should not be construed as investment advice. No information set out in this article be considered, as advice, recommendation, offer, or a solicitation, to buy or sell any financial product, nor is it financial, investment, or trading advice. Any references to specific financial product or investment strategy are for illustrative / educational purposes only and subject to change without notice. It is the investor’s responsibility to evaluate any prospective investment, assess their own financial situation, and seek independent professional advice. Past performance is not indicative of future results. Please refer to our Risk Disclosure.
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