Apple's 30% Fee on Mobile Ads Goes Global

Apple is set to extend its 30% fee on Facebook and Instagram ad purchases made through iOS devices to advertisers worldwide starting July 1.

**Why it matters:** This move could significantly impact digital advertising costs and strategies for businesses of all sizes, potentially altering marketing approaches and budget allocation toward mobile advertising.

**The big picture:** Initially implemented for U.S. advertisers in February, this expansion marks a major shift in how social media advertising is priced on mobile devices.

**Details:**

- The fee applies to ad purchases made via iOS apps but can be avoided by using desktop web browsers.

- Meta has updated its web platforms to offer the same ad-boosting functionality as mobile apps.

- EU regulators and a U.S. federal judge have criticized Apple’s fee structure.

**What they’re saying:** According to Pedro Pavón, Meta’s Director of Privacy & Fairness Policy, the fee is “anti-competitive” and gives Apple an unfair advantage.

**Apple’s stance:** Apple contends it’s entitled to charge for access to its platform’s audience.

**Between the lines:** This move is part of an ongoing battle between tech giants over app store policies and revenue sharing.

**What’s next:** Advertisers will need to adapt their ad purchasing strategies to avoid the fee, potentially shifting more activity to desktop platforms.

**How to avoid the fee:** Meta has provided guidance on purchasing ads without incurring Apple’s 30% charge.

**The bottom line:** This change could reshape mobile advertising practices and further intensify scrutiny of Apple’s App Store policies.