Apple just cut mini app commissions in half, dropping its standard 30% App Store fee to 15% for qualifying developers through a new Mini Apps Partner Program. The move directly responds to the growing threat from platforms like ChatGPT and WeChat that bypass traditional app stores with embedded experiences.
Apple is making a calculated bet on the future of app distribution, and it starts with cutting fees in half. The company announced Thursday its new Mini Apps Partner Program, slashing commissions from the standard 30% to 15% for developers hosting mini applications within their main apps. It's a defensive play disguised as developer generosity, and the timing isn't coincidental. The mini app economy is exploding, and Apple needs to stay relevant before platforms like ChatGPT and WeChat completely bypass the App Store. According to Apple's developer announcement, mini apps are "self-contained experiences built using web technologies like HTML5 and JavaScript, distributed within larger native apps." Think WeChat's ecosystem of embedded services or Discord's growing collection of mini games. These aren't new - Apple has supported the technology for nearly a decade through guideline 4.7 of its App Review Guidelines. But this is the first time the company's offered a financial incentive to keep these experiences within its ecosystem. The program comes with strings attached, naturally. Developers must integrate Apple's Advanced Commerce API and Declared Age Rating API, ensuring all transactions flow through Apple's in-app purchase system. They also need to send consumption data back to Apple for refund processing. It's classic Apple - offer a carrot while tightening the leash. Bloomberg recently reported that Apple already struck a 15% deal with Tencent for WeChat mini apps, but kept it quiet. Now the company's opening this rate to all qualifying developers, signaling just how seriously it takes the mini app threat. The stakes are existential for Apple's App Store business. ChatGPT recently launched its own app platform, letting users interact with Booking.com, Spotify, Figma, and other services without ever leaving the chatbot. If that model succeeds, why would users need the App Store at all? Apple's response is strategic - make it financially attractive for developers to stay within its walled garden while ensuring it still extracts its cut from the growing mini app economy. The 15% rate matches what Apple charges through its Small Business Program for developers earning under $1 million annually. By positioning this as a growth initiative rather than damage control, Apple maintains its premium brand while adapting to market realities. The program also reinforces Apple's control over app distribution and monetization. Even as experiences become more web-based and platform-agnostic, Apple ensures transactions still flow through its payment systems and data collection infrastructure. Developers interested in the program must submit applications detailing their host app, mini app offerings, and agree to program terms. Apple then reviews submissions using existing App Store guidelines, plus new requirements for the mini app-specific APIs. The qualifying purchases include all digital goods and services - consumables, subscriptions, and non-consumables that represent the bulk of App Store revenue.