Have you ever wondered why the prices of the same app vary so much across different countries?

In recent years, South Korea, the European Union, the United States, and Japan have taken steps to regulate the commission systems of large app platforms. South Korea legislated to ban mandatory payment systems in 2021; the EU has continuously issued fines under antitrust claims; and in May 2024, US courts ruled that third-party app stores must be allowed. All of these point to the same question: why do platforms take nearly 30% of each transaction?

On the surface, this is just a business rule, but it deeply reflects the distribution of ecological power. In Western markets, this percentage is being challenged. Developers gain more autonomy, users see more choices, and prices are adjusted accordingly.

However, the reality is that different regions enforce different standards. The same app, the same company, must follow different rules in different markets. For developers, a 30% revenue cut means either raising prices to compensate or squeezing profits. Ultimately, the users pay the price—either by paying higher prices or having fewer options.

This is not just about money; it’s about information symmetry. When rules are inconsistent globally, the party that controls pricing always holds an advantage. In this ecological reshaping, the sense of gain among different user groups is becoming increasingly distinct.

How long this fragmented state can last depends on regulatory pressure and the evolution of market competition. But one thing is certain: the power dynamics of the digital ecosystem are being reexamined.