In a significant development for content creators and subscribers alike, Substack has announced that its U.S.-based writers can now direct readers using iOS devices to subscribe via web-based links, often at reduced prices. This move comes in the wake of Apple’s recent policy changes, which now permit certain apps to guide users toward external purchasing options.
Background on Apple’s Policy Shift
Apple’s decision to allow external payment links within apps stems from the aftermath of the high-profile antitrust lawsuit involving Epic Games. In May 2025, Apple revised its App Store guidelines, granting developers the ability to include in-app links directing users to their own websites for purchases. This change has been embraced by several major platforms, including Spotify, Patreon, and Amazon’s Kindle app, all of which have integrated external payment options to circumvent Apple’s in-app purchase system.
Substack’s Implementation and Its Implications
By adopting this new capability, Substack offers a dual advantage:
1. Cost Savings for Subscribers: Readers can now opt for web-based subscriptions that are often priced lower than those processed through Apple’s in-app purchase system, which typically includes additional fees.
2. Increased Revenue for Writers: Writers can retain a larger portion of their subscription earnings, as directing subscribers to web-based payments reduces the commission fees associated with Apple’s platform.
Substack has designed its system to automatically adjust the subscription prices within the iOS app to account for Apple’s fees. This ensures that writers receive consistent revenue regardless of the subscription method chosen by the reader. However, writers have the flexibility to disable this automatic price adjustment if they prefer. It’s important to note that Substack will continue to apply its standard 10% fee on web-based subscriptions, maintaining its existing revenue model.
Migration Tools for Writers
To facilitate a smooth transition, Substack is providing writers with migration tools. These tools are designed to help creators access billing information for subscriptions managed through Apple’s system, particularly if they decide to leave the platform. This feature aims to empower writers with greater control over their subscriber data and financial transactions.
Early Results and Future Prospects
Currently, over 30,000 publications on Substack have enabled in-app purchases. Preliminary tests of the new external payment options have shown a positive impact, with an increase in paid subscriptions. While specific figures have not been disclosed, this trend suggests that both writers and readers are responding favorably to the added flexibility and potential cost savings.
Compliance with App Store Guidelines
It’s crucial to highlight that, in accordance with Apple’s App Store policies, Substack cannot entirely eliminate the option for in-app purchases. Therefore, the platform continues to offer both in-app and web-based subscription options, allowing readers to choose their preferred method.
Considerations for International Markets
While this update currently applies to the U.S. market, Substack is evaluating the feasibility of implementing similar changes in other regions, such as the European Union and the United Kingdom. These areas have more complex regulatory environments, and Substack is carefully assessing how to navigate these to provide similar benefits to its international user base.
Conclusion
Substack’s introduction of direct web-based subscription links within its iOS app marks a significant step toward greater autonomy for writers and cost efficiency for subscribers. By leveraging recent changes in Apple’s App Store policies, Substack is enhancing the user experience and fostering a more sustainable economic model for content creators.
