App Store Policy Updates in 2025 have introduced major changes from both Apple and Google, reshaping how developers, publishers, and advertisers approach monetization. With a strong focus on user privacy, transparent data handling, and stricter ad placement guidelines, these updates demand close attention. This article explores the most critical App Store policy updates 2025, their direct impact on monetization strategies, and the key actions app owners should take moving forward.
Key Highlights of the App Store policy updates 2025
1. Stricter Privacy Guidelines and User Consent
App stores now demand full transparency in data collection.
Apple’s App Tracking Transparency (ATT) framework, introduced in earlier years, is now stricter. Apps must provide granular details about data use. Users must explicitly consent before apps track any personal data.
Google Play has also rolled out Privacy Sandbox for Android. It reduces reliance on cross-app identifiers and replaces them with privacy-preserving APIs.
Impact:
- Ad networks relying on user-level tracking now face targeting issues.
- Developers must adopt contextual advertising over personalized ads.
- CPM (cost per mille) might drop if audience data becomes limited.
What to do:
- Use clear consent prompts with value exchange messaging.
- Shift to SKAdNetwork (Apple) or Privacy Sandbox (Google) for measurement.
- Partner with ad networks that are privacy-compliant.
2. Updated In-App Purchase (IAP) Requirements
Apple and Google now reinforce using their IAP systems for digital goods.
Apps offering digital services must process payments through native platforms. This includes subscriptions, content, game items, and more. Apps can’t redirect users to external payment links.
Impact:
- App stores take up to 30% commission on each transaction.
- Revenue share decreases for developers relying heavily on in-app sales.
- Apps with alternative billing options face rejections or penalties.
What to do:
- Restructure monetization to favor ads and physical goods if possible.
- Consider hybrid models that balance IAP and ad revenue.
- Factor platform commission when pricing your offerings.
3. Changes to Ad Placement and Format Guidelines
Both app stores have updated their rules on ad placements.
Google Play now flags interstitials that interrupt users unexpectedly. Apple has similar policies under Human Interface Guidelines. Ads must be clearly distinguishable and avoid tricking users into clicks.
Impact:
- Developers using full-screen ads must follow tighter rules.
- Misuse may result in app removal or demotion in search rankings.
- Ad fill rates and viewability may decline for non-compliant formats.
What to do:
- Use rewarded ads and native placements instead of forced interstitials.
- Follow placement timing best practices—such as post-level completion.
- Monitor policy compliance through automated tools or SDKs.
4. Crackdown on Deceptive Ads and Dark Patterns
Apps that use misleading ads or design tricks now face penalties.
This includes false countdowns, disguised ad buttons, or hidden close icons. Both Google and Apple now review such patterns more aggressively.
Impact:
- Ad revenue from clickbait or deceptive creatives will shrink.
- Apps using aggressive monetization tactics risk removal.
- Long-term trust and retention may drop for deceptive strategies.
What to do:
- Focus on clean, honest ad creatives.
- Choose ad networks that enforce creative quality control.
- Run regular UX audits to avoid unintentional violations.
5. Enhanced Subscription Transparency Rules
App stores want to ensure users fully understand subscriptions.
Apps must clearly show price, billing frequency, and cancellation process. Free trials should highlight start and end dates clearly. Ambiguous terms will no longer pass review.
Impact:
- Reduced churn from accidental subscriptions.
- Higher initial friction in subscription sign-ups.
- Greater trust leads to longer-term user retention.
What to do:
- Add subscription explainer screens before checkout.
- Use plain language and avoid fine print.
- Test opt-in flows to optimize conversion and clarity.
6. Tighter Rules on Kids and Family Apps
Apps targeted to children now have more specific advertising rules.
Google’s “Designed for Families” program and Apple’s child-focused app rules limit data collection and ad types. Behavioral targeting is not allowed in these apps.
Impact:
- Contextual ads become the primary format for kid apps.
- Revenue potential might drop due to limited targeting.
- Approval for ad SDKs in kid-friendly apps is now stricter.
What to do:
- Use only certified ad networks for children’s content.
- Focus on educational and brand-safe advertisers.
- Follow COPPA and GDPR-K compliance strictly.
7. New Developer Account Verification and Penalty System
To reduce fraud, app stores now enforce tighter developer account policies.
New account verification involves ID checks and stricter business documentation. Repeated violations may lead to permanent bans.
Impact:
- Fake or duplicate accounts get removed quickly.
- Honest developers gain more visibility and fewer copycats.
- Recovery from policy violations is now harder.
What to do:
- Keep a clean compliance history across apps.
- Use a centralized dashboard to track policy changes.
- Register as a business entity if possible for added trust.
8. Automated Policy Violation Detection Systems
App stores use AI to detect violations in real-time.
This includes ad behavior, crashes, SDK changes, and user complaints. Policies now trigger warnings and takedowns faster than before.
Impact:
- Apps may be flagged or suspended without manual reviews.
- Developers have less room to “test” grey-zone practices.
- Faster detection leads to quicker user safety.
What to do:
- Test updates on a smaller audience before global rollouts.
- Set alerts for performance drops or negative reviews.
- Regularly check your app console for warnings or messages.
9. Impact on Third-Party Monetization SDKs
Many SDKs must now meet store-level transparency and performance standards.
Non-compliant SDKs—especially those tracking users aggressively—may get blocked. Developers using banned SDKs could face app rejections.
Impact:
- Increased pressure on SDK providers to be transparent.
- Developers must switch to verified SDKs.
- Integration time and cost may go up.
What to do:
- Use SDKs that publish privacy practices clearly.
- Read recent SDK audits or reviews before integration.
- Avoid outdated or little-known monetization tools.
10. Regional Regulation Compliance (GDPR, DMA, DPDPA)
App stores now align more with regional laws.
The EU’s Digital Markets Act (DMA), India’s DPDPA, and similar laws affect app monetization deeply. Apps targeting these regions must handle consent, data export, and user access differently.
Impact:
- Geo-targeted experiences must consider regulatory differences.
- Monetization may vary by user location and data laws.
- Cross-border data flow is now harder to manage.
What to do:
- Build geo-specific compliance modules.
- Enable region-specific opt-ins and privacy policies.
- Store user data in region-compliant data centers.
Final Thoughts
Monetizing apps in 2025 requires more than just clever placements and high traffic. App store policies now demand transparency, ethical design, and respect for user privacy. While these rules may seem restrictive, they also push the industry toward higher quality and trust.
To succeed, developers must evolve quickly. Embrace new ad formats, work with privacy-focused partners, and always stay a step ahead of policy changes.
FAQs
What are the biggest changes in app store policies in 2025?
Stricter privacy rules, updated ad placement guidelines, and tighter IAP policies are the key changes.
How do these updates affect app monetization?
Developers may earn less from targeted ads and in-app purchases due to privacy and commission policies.
What ad formats are still allowed?
Rewarded ads, contextual banners, and native placements remain compliant across platforms.
Can I still use third-party ad SDKs?
Yes, but only if they follow privacy, performance, and transparency standards approved by app stores.
Are there new rules for subscriptions?
Yes, apps must clearly display billing terms, renewal dates, and cancellation steps upfront.
How can kids’ apps still earn ad revenue?
Use contextual ads and certified family-safe ad networks that comply with COPPA and GDPR-K.
What happens if an app violates the new policies?
Apps may face rejection, removal, or even permanent developer account bans depending on severity.
What’s the best way to stay compliant in 2025?
Monitor official store announcements, audit your SDKs, and always prioritize user privacy and transparency.