Google, a subsidiary of Alphabet Inc., has introduced a new system for apps on Android phones and tablets as part of updated Android App Store Policies, aiming to make the platform more open to competitors and reduce the fees developers pay. The changes are intended to address ongoing antitrust disputes in the United States while also helping the company comply with new digital market regulations across Europe and other regions, signaling a shift toward a more competitive and flexible app marketplace.
The new approach will allow rival companies easier access to Android’s ecosystem while providing developers with more flexibility in distributing their apps.
One of the most significant updates is a reduction in the commission Google charges developers. Traditionally, the company took a 30% share from app sales and subscriptions through the Play Store.
Under the new structure, fees will drop to 15% or even 10% for recurring subscriptions. Developers who choose to use Google’s billing system will pay a flat 5% fee, while others can use third-party payment processors instead.
These fee reductions are expected to begin by June in the United States, United Kingdom, and European Union, with additional rollout planned in Australia, South Korea, and Japan before the end of 2026.
Google also confirmed that other companies will be able to launch their app stores on Android devices. Businesses can register with Google, pay a one-time fee, and distribute apps through their marketplaces.
This move opens the Android ecosystem to more competition and gives developers additional options for distributing their apps beyond the Google Play Store.
The announcement has gained support from Epic Games, the company behind the popular game Fortnite. Epic had been involved in a long-running antitrust dispute with Google over the Play Store’s policies.
Epic Games CEO Tim Sweeney stated that the new policies address the company’s concerns and could resolve legal disputes in the United States, United Kingdom, Australia, and other regions.
According to Sweeney, the changes mean that any company can now launch a competing app store on Android.
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Google does not publicly break down how much revenue it earns directly from Android or the Play Store. However, documents presented during the Epic lawsuit revealed that the Play Store generated $14.66 billion in revenue in 2020.
Industry analysts believe that regulatory changes and legal settlements could reduce Google’s gross profit by around $1 billion.
Regulators around the world have been examining Google’s dominance in mobile platforms. In March 2025, the European Commission accused Google of potentially violating the Digital Markets Act by preventing developers from directing users to offers outside the Play Store.
If confirmed, the company could face fines of up to 10% of its global annual revenue. Google has already paid approximately €9.5 billion in EU competition fines in previous cases.
Authorities in the United Kingdom have also labeled Google as having Strategic Market Status, allowing regulators to impose rules ensuring fair competition within mobile platforms.
In the United States, the conflict between Google and Epic Games has been ongoing for several years. A jury ruled in 2023 that some of Google’s Android policies violated antitrust laws.
Following the decision, Judge James Donato ordered Google to make its Play Store catalog available to rival app stores and prevent preferential treatment for its own services.
The court also required Google to allow developers to guide users toward alternative payment options outside the Play Store.
Google says the new policies are not only a response to legal pressure but also part of a broader effort to modernize the Android ecosystem.
According to Google’s vice president of product management Sameer Samat, the company wants to create a more competitive and flexible environment for developers and app marketplaces.
If implemented successfully. These changes could significantly reshape how apps are distributed and monetized across the Android platform. It’s potentially leading to increased innovation and better user experiences for consumers.
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