Google has secured permission to sell e-books and audiobooks directly to customers through its iOS app, Google Play Books, marking a significant shift in the digital publishing landscape. This move allows users to purchase digital content without having to exit the app, and more importantly, enables Google to avoid paying Apple's 30% commission on in-app purchases.

According to a brief post on Google's blog, users will now be able to click on a new "Get book" button in the Google Play Books iOS app, which will redirect them to the Google Play website to complete their purchase. From there, users can access their recently opened book listings and complete the transaction using their Google Account and saved payment information.

This development is a result of Google's successful application for the External Link Account Entitlement, a rule introduced as part of Apple's settlement with the Japan Fair Trade Commission (JFTC) in 2022. The entitlement allows "reader apps" – those designed primarily to provide access to digital content – to link users to their own websites for purchases, bypassing Apple's in-app purchase system.

The rule comes with specific guidelines, including the requirement for a full-screen announcement warning users that they are no longer transacting with Apple after clicking the external link. Additionally, developers must request additional approval from Apple and adhere to rules regarding website display, link formatting, and code references.

Google's move is seen as a strategic one, potentially influenced by the outcome of the lawsuit between Fortnite maker Epic Games and Apple. The case ultimately ruled in favor of Apple, but confirmed that the tech giant would have to allow app developers to link to their own websites if they chose. The Supreme Court's decision to decline the appeal in January 2024 paved the way for Google to take advantage of this entitlement.

The implications of this development are significant, as it sets a precedent for other digital content providers to bypass Apple's commission. Netflix was among the first to adopt this rule in 2022, allowing users to sign up for subscriptions via its website. As more developers take advantage of this entitlement, Apple's grip on in-app purchases may begin to loosen.

In addition to the financial benefits, this move also enables Google to offer a more seamless user experience. Users will now be able to share their books with a family group from Google Play's Family Library, regardless of the device they use to access the content.

As the digital publishing landscape continues to evolve, this development marks a significant shift in the balance of power between tech giants and content providers. With Google Play Books now able to sell e-books and audiobooks directly to iOS users, the stage is set for a more competitive and dynamic market.