Fecha: 18 de May de 2026 Noelia Leiro
The commission that app stores, such as Google Play and Apple App Store, retain from your revenue is not a minor detail. It can represent between 15% and 30% of your total sales, directly affecting the profitability of your mobile business.
Many developers calculate their margins without considering these fees in detail, belatedly discovering that their business model is not sustainable. In 2026, complexity has increased due to new policies, reduction programs and regulations, generating more confusion about which percentages apply to which cases.
This article breaks down the exact percentages, specific conditions and provides you with an actual commission calculation framework so you can project your effective cost and optimize your monetization strategy.
Want to know how much they get? We tell you all about it in this video:
How does the standard 30% commission on Google Play and App Store work?
Both platforms, Google Play and Apple App Store, apply a 30% commission by default to in-app purchases and subscriptions during the first year for those apps that exceed $1 million in revenue. Here you have more info about the 30% commission on App Store. And here you can consult the official documentation about the Google Play commission.
This fee covers the costs associated with payment processing, application hosting, global distribution to millions of users and maintenance of the technological infrastructure.
Apple and Google justify this percentage by the value they provide by offering access to a vast user base, development tools and the trust their platforms inspire in consumers. For example, if you sell a €9.99 subscription, you will receive €6.99 after the store applies its 30% commission.
- Apple App Store: Maintains a standard 30% commission for in-app purchases and subscriptions during the first year.
- Google Play Store: Starting June 30, 2026 in key regions such as the US, UK and EEA, and globally by September 2027, the standard commission will be reduced from 30% to 20% for in-app purchases, and subscriptions will go from 15% to 10% following an agreement with Epic Games.
- An additional 5% charge applies if Google Play billing is used in specific regions.
What is the 15% reduced commission program for small developers?
Both Apple and Google offer reduced commission programs at 15% for developers with annual revenues below a certain threshold, seeking to support smaller businesses. These programs are crucial for the sustainability of startups and independent developers.
Apple’s App Store Small Business Program and Google Play’s equivalent program allow developers to retain more of their revenue, facilitating investment in growth and development.
- Apple App Store: To qualify for the App Store Small Business Program, developers must have earned no more than $1 million in total revenue during the previous 12 fiscal months. If you exceed this threshold, the standard 30% commission will apply for the remainder of the year and the following year. Registration is done manually through the developer portal.
- Google Play Store: Also offers a 15% commission for the first million dollars in annual revenue. If revenue exceeds this million, the 30% commission (or 20% with the new policies) applies only on the excess, not the total. Application to this program is usually automatic.
How is the commission reduced to 15% after the first year of subscription?
One of the most significant policies for subscription-based applications is the reduction of the commission to 15% after 12 months of active subscription by the same user. This measure rewards long-term user retention and is identical on both platforms.
This reduction applies exclusively to recurring subscriptions, not to one-time purchases or consumable items within the application. If a user cancels their subscription and re-subscribes after 60 days, the counter is reset, and the 30% commission will re-apply for the first year of the new subscription.
The real impact of this policy is considerable: an application with a good user retention rate will see the majority of its subscription revenue transition from 30% to 15% commission, dramatically improving profitability from the second year of each subscription’s life.
Free GPTs to consult guidelines Google Play and App Store.
Here are the links so that you can use the GPTS that we have created in Actualizatec for free to check the guidelines and see if they would approve the monetization model or not and what we should take into account:
Are there exceptions and special cases where the commission is lower or zero?
Yes, there are several situations where Google and Apple’s commissions can be lower or even zero, which is vital for certain business models. These exceptions usually arise from the nature of the products or services offered, or from regulatory pressures.
Understanding these exceptions allows developers to structure their monetizations more efficiently.
- Physical purchases and services outside the app: Apps that facilitate the purchase of physical goods or services that are consumed outside the app (such as Uber, Amazon, or Deliveroo) do not pay commission if the monetary transaction occurs directly between the user and the service provider, without going through the store’s payment systems.
- Reader apps: From 2022-2023, content apps such as Netflix or Spotify, known as ‘reader apps’, are allowed to link to external websites for users to manage their subscriptions outside of the App Store or Google Play. This allows them to avoid store fees on those transactions due to regulatory changes.
- Alternative payments in regulated markets: In markets such as South Korea, legislation has forced Google and Apple to allow alternative payment systems within apps. In these cases, Google has implemented a 4% reduction in its commission if developers use a third-party billing system. For example, if the standard commission is 15%, using an alternative system reduces it to 11%.
- B2B enterprise and educational applications: Some applications aimed at enterprises (B2B) or educational institutions may have special agreements or distribution models that do not involve standard retail commissions, especially if the distribution is private or volume-based.
Commissions comparison: Google Play vs App Store 2026
The following table provides a detailed look at how Google Play and Apple App Store commission policies compare in 2026, highlighting key differences affecting developers.
| Concept | Google Play | App Store |
|---|---|---|
| Standard commission (first year) | 20% (for IAP), 10% (subscriptions) with changes effective 2026-2027 after Epic Games agreement. | 30% |
| Commission for small developers (<1M$/year) | 15% for the first $1M in annual revenue. | 15% for total revenue less than $1M in the previous fiscal year (App Store Small Business Program). |
| Commission after 12 months of active subscription | 10% (with new policies from 2026-2027) | 15% |
| Developer membership fee | 25 USD (one-time payment) | 99 USD/year (recurring) |
| Alternative payment methods allowed | Allowed in more regions (e.g. South Korea, EU) with a 4% fee reduction in some cases. | Allowed in EU under DMA with new fees (13-20% + 5-15% on external transactions + 0.50€ per setup >1M). |
| Exceptions for reader apps | May link to external subscriptions without commission. | Can link to external subscriptions without commission in EU and other markets. |
| Return policy | Allows automatic returns within 48h. | More restrictive, requires contact with Apple support. |
| Threshold to return to reduced commission | If you exceed one million, you pay 30% (or 20%) only on the excess that year. | If you exceed one million, you return to the full 30% the following year. |
How to calculate your real cost: formula and practical examples?
Calculating your real cost of distribution and monetization is critical to the viability of your application. The Real Commission Calculation Framework (RCCF) is a 3-layered methodology that allows you to accurately project your net revenue.
This framework considers the base commission according to your profile, the temporary impact of the retention on the commission and the hidden costs.
- Base Commission Calculation: Determine the initial commission (30%, 20%, 15% or 10%) depending on whether you are a small developer, the type of purchase (in-app vs. subscription) and the region.
- Temporal Impact of Retention: Project how user retention affects the commission on subscriptions. Remember that subscriptions longer than 12 months can go to 15% (Apple) or 10% (Google).
- Hidden and Additional Costs: Includes developer membership (Apple: 99€/year, Google: 25€ one-time payment), payment processing costs if you use alternatives, and regulatory compliance costs (e.g. DMA in the EU).
The base formula for estimating your net income is: Net income = Price × (1 – store commission) × (1 – applicable taxes) – acquisition costs. However, the MCCR adds layers of complexity for greater accuracy.
Example 1: App with subscription of 9.99€/month, 1000 users, first year vs. second year of retention
Consider an application with 1,000 users paying €9.99/month, assuming the developer is in the small developer program (15% upfront commission).
- First year (all pay 15%):
- Gross revenue: 1,000 users × 9.99€/month × 12 months = 119,880€.
- Commission (15%): €119,880 × 0.15 = €17,982
- Net income (before taxes/acquisition): 119.880€ – 17.982€ = 101.898€.
- Second year (50% retention, commission drops to 15% for those retained):
- Users retained: 500 users
- Gross retained revenue: 500 users × 9.99€/month × 12 months = 59,940€.
- Commission (15%): €59,940 × 0.15 = €8,991
- Net income (before taxes/acquisition): 59.940€ – 8.991€ = 50.949€.
This example demonstrates how retention not only maintains revenue, but can also marginally optimize the effective commission at Apple, even though Google has already reduced its commission for subscriptions to 10% under its new policies.
Example 2: Small developer (<1M$) vs. large company (>1M$) selling the same product
Let’s assume a one-time in-app purchase of 10€.
- Small developer (revenue <1M$):
- Commission: 15%.
- Net income: $10.00 × (1 – 0.15) = $8.50
- Large company (revenues >1M$):
- Apple commission: 30%.
- Net income Apple: $10.00 × (1 – 0.30) = $7.00
- Google Commission (new policy 2026): 20%.
- Google net income: $10.00 × (1 – 0.20) = $8.00
The difference of €1.50 per sale between a small developer and a large company at Apple, or €0.50 between Google and Apple for large companies, highlights the importance of the commission policy.
To model these scenarios more accurately, Actualizatec recommends using specialized revenue calculators to adjust for variables such as retention, local taxes and user acquisition costs. This provides a clear view of an app’s actual profitability.
Key Conclusions
- Standard commissions are 30% on App Store and 20% (for IAPs) or 10% (for subscriptions) on Google Play from 2026.
- Small developer programs reduce the commission to 15% for annual revenues of less than $1 million on both platforms.
- Active subscriptions of more than 12 months see a commission reduction to 15% (Apple) or 10% (Google).
- There are exceptions such as reader apps and alternative payment methods in regulated markets that can reduce or eliminate fees.
- Hidden costs, such as developer memberships(€99/year at Apple, €25 one-time payment at Google), should be included in the profitability calculation.
- The Actual Commission Calculation Framework (RCF) is essential to project net income considering base commissions, retention impact and hidden costs.
- If you want App Marketing experts to help you increase your app’s revenue, contact Actualizatec: contacto@actualizatec.com
Conclusion: How to optimize your monetization strategy by knowing commissions
Understanding Google’s and Apple’s exact commissions is more than an accounting exercise; it is a central piece to designing a sustainable and profitable app monetization strategy. By knowing the actual percentage retained of your revenue, you can set more realistic prices, calculate Customer Lifetime Value (LTV) more accurately, and plan your investments with confidence.
At Actualizatec, we observe that many developers fail to underestimate the impact of these commissions on their margins, especially when scaling. Leveraging programs such as small developer programs and optimizing user retention to benefit from reduced commissions on subscriptions are key strategies.
Considering hybrid monetization models, combining in-app purchases with subscriptions or even advertising, can mitigate the impact of commissions.
Do you know how much you really have left after Apple and Google take their cut and how to optimize it?
At Actualizatec we help developers and companies to structure their monetization model considering real commissions, LTV per user and the impact of retention on margins.
👉 Talk to our App Marketing team.
👉 Or explore our online App Marketing Expert Stellar App Business course if you prefer to train and manage it yourself.
Frequently Asked Questions
How much commission does Apple take from each sale in the App Store?
Apple charges a 30% default commission on the App Store, but this percentage is reduced to 15% for developers with annual revenues of less than $1 million and for active subscriptions after the first year.
What is Google Play’s commission in 2026?
By 2026, Google Play has reduced its standard commission for IAPs to 20% and for subscriptions to 10%, although it applies 15% for small developers with less than $1 million in annual revenue.
How can I pay only 15% commission instead of 30%?
You are eligible for a 15% commission if your annual revenue is less than $1 million (through the small developer program) or if you maintain active user subscriptions for more than 12 consecutive months.
What happens if I exceed $1 million in revenue?
On Google Play, if you exceed $1 million, the 20% commission (or 10% for subscriptions) is applied only on the amount exceeding that threshold. On Apple’s App Store, if you exceed the $1 million threshold in one year, you will revert to the 30% commission for all transactions the following year.
Do Netflix and Spotify pay commission to Apple and Google?
From 2022-2023, ‘reader apps’ such as Netflix and Spotify can direct users to their websites to manage subscriptions, thus avoiding retailer fees on those transactions thanks to regulatory changes.
Are there countries where the full commission is not paid?
Yes, in South Korea and in some EU markets due to the Digital Markets Act (DMA), Google and Apple allow alternative payment methods that may reduce or avoid the standard store fee.
How much does it cost to be a developer at Apple and Google?
Developer membership at Apple costs €99 per year. Google, on the other hand, charges a one-time fee of €25 for a lifetime developer account. Explore comparison between Google Play and Apple Store.
How do I calculate my net income after the store commission?
To calculate your net revenue, multiply the price of your product or subscription by (1 – store commission), then subtract applicable taxes and your user acquisition costs.
Does the 15% commission after one year apply if the user cancels and returns?
No, if a user cancels their subscription and re-subscribes after 60 days, the 12-month counter is reset and the 30% commission (or 20% on Google for IAP) will re-apply for the first year of the new subscription.
Which apps do not pay commission to Apple and Google?
Applications that sell physical goods or services that are consumed outside the app (such as Uber or Amazon) do not pay commission to Apple or Google, as long as the monetary transaction is not processed through the stores’ in-app payment systems.
Glossary of key terms
App Store Small Business Program: Apple’s program that reduces the commission to 15% for developers with annual revenues of less than $1 million.
In-App Purchases (IAP): Purchases made by users within a mobile application, such as virtual goods, additional functionalities or unlocked content.
Standard Commission: Base percentage that Apple and Google retain from sales made through their stores, traditionally 30%.
Digital Markets Act (DMA): European Union regulation that seeks to foster competition in the digital sector, forcing large platforms to allow alternatives in stores and payments.
LTV (Lifetime Value): Total value of the revenue that an average user will generate for an application during their entire relationship with it.
Real Commission Calculation Framework (RCCF): Three-layer methodology to calculate the effective cost of commissions, considering the developer’s profile, retention and hidden costs.
Reader Apps: Apps that offer previously purchased or subscribed digital content outside the app store, such as Netflix or Spotify.
Recurring Subscriptions: Recurring payments that users make to access ongoing content or services within an application.