Direct iOS subscriptions now supported through Substack via in-app purchases

On August 18, 2025, Substack, the popular platform for independent writers, announced the mandatory implementation of in-app purchases for all iOS publications. This move has significant implications for creators and their revenue streams.

Apple's commission structure takes a substantial cut from subscription revenue, with up to 30% taken in the first year, dropping to 15% in subsequent years. This change affects creator revenue streams differently based on subscriber behavior and geographic location.

The introduction of in-app purchases fragments creator-subscriber relationships by making Apple an intermediary in subscription management and dispute resolution processes. Creators cannot disable the in-app purchase option, as Apple requires it for all paid publications distributed through the App Store.

Subscribers using Apple's in-app purchase system pay approximately 30% more than those using web-based subscriptions. International subscribers face the highest effective price increases due to currency conversion factors.

Substack has built migration tools allowing creators to export subscriber relationship data if needed. All paid Substack publications on the iOS app are automatically enabled for in-app purchases.

The change has also introduced a dual revenue stream for creators, with different processing timelines and fee structures for web subscriptions and Apple in-app purchases. Subscription cancellations and refunds for Apple in-app purchase subscribers are processed through Apple's systems.

Apple's requirement for in-app purchase availability represents a non-negotiable compliance standard that platforms like Substack must implement, regardless of creator preferences or business impact.

This development follows Apple's introduction of StoreKit External Purchase Link Entitlement for US developers in January 19, 2024, and the subsequent expansion of external purchase links in the EU under Digital Markets Act compliance in August 12, 2024.

The news comes after a series of legal battles between tech giants and app developers. In August 2020, Epic Games introduced direct payments in Fortnite, sparking a legal battle with Apple. Epic Games won a contempt ruling against Apple for App Store anti-steering violations in April 30, 2022. The original Epic vs. Apple trial resulted in an injunction against anti-steering practices in 2021.

Stripe announced tools in May 3, 2025, aiming to help iOS developers bypass Apple's commission structure. Apple eliminated commissions on external purchases for US developers on May 1, 2025.

In a positive development for Substack, the company raised $100 million in funding on July 18, 2025.

This shift towards in-app purchases is a significant development in the world of digital publishing and will undoubtedly have far-reaching consequences for creators and subscribers alike.