- Apple is now charging a 30% fee to advertisers who purchase ads in-app on iOS
- As a result, Meta is directing advertisers to desktop versions of Facebook and Instagram to avoid the fee
As of July 1st, Apple has extended its 30% fee to include ads purchased in Facebook and Instagram apps on iOS devices. This move is similar to the fees imposed on mobile game transactions within apps.
The decision, which was first implemented in the US in February, is now in effect globally, despite objections from marketers and developers.
Say goodbye to in-app purchases!
In response to Apple’s new fee structure, companies like Meta are recommending that advertisers buy ads on desktop platforms to bypass the 30% charge. By advertising on facebook.com and instagram.com instead of the apps, advertisers can avoid the extra fees.
This means that advertising costs on desktop versions of the platforms should remain unaffected.
“Now, businesses using the Facebook or Instagram app on their iPhone or iPad to boost a post will have to pay an additional 30% fee to Apple. This fee is not set by Meta, but by Apple in adherence to their in-app payment policy,” Meta’s director of privacy and fairness policy Pedro Pavón explained on LinkedIn.
Pavón also expressed concerns about Apple’s practices, stating, “Apple’s 30% fee gives them an unfair advantage, limits user options, and increases costs for both users and developers. This does not promote fair competition.”
Facebook has also released information to advertisers on how to avoid Apple’s 30% fee when boosting posts, emphasizing that this fee is imposed “by Apple, not Meta“.
Apple’s fees and practices have also been under scrutiny from the EU, with the Digital Markets Act (DMA) addressing the tech giant’s lack of compliance.
