In a recent development that has sent ripples through the tech and media industries, Chris Best, co-founder and CEO of Substack, lauded the recent amendments to Apple’s App Store policies, describing them as fantastic and a significant victory for independent media outlets. His remarks were made during The Information’s The Future of Influence event on June 3, 2025.
A Landmark Shift in App Store Policies
The backdrop to Best’s commendation is a pivotal legal battle between Apple and Epic Games, culminating in a court ruling that mandates Apple to permit developers to direct users to alternative payment methods outside the App Store ecosystem. This decision effectively curtails Apple’s ability to impose its traditional commission fees on transactions conducted through external channels.
Best articulated the implications of this change, stating, It just means that you’ve always been able to discover things in the Substack app, and you have options for how you charge for it now, which we think is a big win for independent media. This perspective underscores the newfound flexibility and autonomy that content creators and platforms like Substack now possess in monetizing their offerings.
The Ripple Effect on the Creator Economy
The ramifications of this policy shift extend beyond Substack. Major platforms such as Spotify and Patreon have swiftly adapted to the new landscape by implementing their own payment systems, thereby reducing reliance on Apple’s in-app purchase mechanisms. This transition is not merely a financial maneuver to circumvent fees; it represents a broader movement towards empowering creators and fostering a more equitable digital marketplace.
For instance, Patreon, a platform that enables creators to receive direct support from their audience, has been at the forefront of advocating for such changes. The ability to process payments independently allows creators to retain a larger share of their earnings, which is particularly crucial for those operating on tight margins.
Historical Context and the Path Forward
The discourse surrounding Apple’s App Store policies is not new. Historically, Apple has maintained stringent guidelines, often requiring developers to use its in-app purchase system and thereby subjecting them to commission fees ranging from 15% to 30%. This model has been a point of contention, especially for platforms that serve as intermediaries between creators and consumers.
In August 2024, discussions emerged about the need for a distinct category within the App Store for creator platforms. John Gruber of Daring Fireball highlighted the unique position of platforms like Substack and Patreon, suggesting that they should not be treated identically to traditional app developers or content providers like Netflix. He proposed that a new category could allow for a more nuanced approach to fees and regulations, better reflecting the nature of these platforms.
Substack’s own journey reflects this evolving landscape. Founded in 2017, Substack has expanded its offerings beyond newsletters to include podcasts, discussion threads, and, more recently, video content. By November 2024, the platform boasted over 4 million paid subscriptions, indicating a robust and growing user base. The introduction of video capabilities and the ability to monetize such content directly through the Substack app in February 2025 marked a significant milestone in its evolution.
The Broader Implications for Independent Media
The recent App Store policy changes are emblematic of a broader shift towards supporting independent media and content creators. By reducing the financial and operational barriers imposed by platform fees, creators are better positioned to sustain their work and engage with their audiences on their own terms.
This shift also encourages innovation and diversity within the media landscape. Independent creators often bring unique perspectives and content that might not find a place within traditional media outlets. By facilitating more direct and equitable monetization avenues, platforms like Substack can continue to nurture a vibrant ecosystem of independent voices.
Looking Ahead: Challenges and Opportunities
While the recent developments are promising, challenges remain. Apple has signaled its intent to appeal the court’s decision, indicating that the legal and regulatory landscape may continue to evolve. Moreover, as platforms and creators navigate this new environment, they must remain vigilant about maintaining transparency and trust with their audiences, especially concerning payment processes and data privacy.
Nonetheless, the momentum appears to be in favor of greater autonomy and support for independent media. As Chris Best’s comments suggest, the ability to offer diverse payment options and reduce reliance on centralized platforms is a significant step forward. It not only empowers creators but also enriches the media landscape by fostering a more direct and meaningful connection between creators and their audiences.
Conclusion
The recent changes to Apple’s App Store policies represent a watershed moment for independent media and content creators. By allowing alternative payment methods and reducing commission fees, these reforms provide creators with greater control over their monetization strategies. As platforms like Substack continue to innovate and expand their offerings, the future looks promising for a more diverse, equitable, and vibrant media ecosystem.
