苹果税(应用内购买IAP)
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“苹果税”争议再起 30%“过路费”何去何从?
Zheng Quan Ri Bao Wang· 2025-10-28 06:43
Core Viewpoint - The article discusses the controversy surrounding Apple's "Apple Tax," which refers to the high commission fees (up to 30%) charged on in-app purchases in China, and highlights a collective complaint from 55 Chinese consumers against Apple's market dominance and practices [1][4]. Group 1: Economic Impact of Apple's Commission - Chinese consumers are required to pay up to 30% in commissions for in-app purchases, significantly higher than rates in Europe and the U.S. [2] - In 2024, the total "Apple Tax" paid by Chinese consumers is projected to reach $6.44 billion, accounting for 10% of Apple's revenue in China, compared to 8.8% in the U.S. and 4.6% in Europe [2] - The high commission rates negatively impact developers, reducing their profit margins and stifling innovation, as they are forced to implement a dual pricing system that affects user experience [2][5]. Group 2: Regulatory Environment - Since 2025, global scrutiny of Apple's commission practices has intensified, with various countries enforcing regulations to allow third-party payment options and penalizing Apple for its market practices [3]. - The U.S. courts have mandated that Apple must allow third-party payment links without charging commissions, while the EU has imposed a €500 million fine and required Apple to open its payment and app distribution channels [3]. Group 3: Collective Action by Consumers - The collective complaint submitted by 55 Chinese consumers marks a significant escalation in the fight against Apple's commission practices, demanding a reduction in fees to align with the lowest rates in other countries [4]. - The complaint is supported by previous legal findings that recognized Apple's 100% market dominance in China's iOS app market, providing a legal basis for the current administrative complaint [4]. Group 4: Industry Reactions and Future Implications - The complaint has garnered significant attention from the industry, with developers expressing that opening third-party payment options could reduce their costs by over 60%, allowing for more investment in product innovation [5]. - Consumers are eager for the same payment flexibility enjoyed by users in Europe and the U.S., emphasizing the need for fair pricing [5]. - Analysts suggest that Apple's response to these pressures could reshape the competitive landscape of China's digital market, with potential strategies including opening third-party payment options or maintaining current policies at the risk of facing fines and stricter regulations [5].