The clash of titans: Who truly controls the internet in the mobile era?
The War for Control: Elon Musk's Endless Battle Against Apple's "Walled Garden"
In late 2022, shortly after acquiring Twitter (now X), Elon Musk fired a public salvo that shook the tech world. He claimed Apple had threatened to boot the Twitter app from its App Store and accused the iPhone maker of hating "free speech" after they paused advertising on his platform.
While that specific skirmish was eventually resolved after a meeting at Apple Park, it highlighted a much deeper, ongoing war that defines the modern internet. It’s not just about ads; it’s about who holds the keys to the digital world: the app creators like Musk, or the gatekeepers like Apple and Google.
The Core Issue: The infamous 30% "Apple Tax"
The real source of Musk's frustration—and that of many other tech CEOs—is economics. Apple (and Google) charges a commission of up to 30% on almost all digital transactions made within apps on their platforms.
For Musk, who is desperately trying to shift X's revenue model from advertising to subscriptions (X Premium), this is a massive hurdle. Every time someone subscribes to X via their iPhone, Apple takes a huge cut. Musk has famously called these fees a "tax on the internet" and has likened Apple's control to a monopoly that stifles innovation.
Not Just Musk: A Wider Rebellion
Elon Musk is the loudest voice, but he isn't fighting alone. This battle against App Store dominance is becoming an industry-wide rebellion:
- Epic Games (Fortnite): Launched a massive lawsuit against Apple after trying to bypass the 30% fee, leading to the game being banned from iOS.
- Spotify: Has long complained that Apple gives an unfair advantage to its own Apple Music service by charging Spotify extra fees.
- Government Regulators: The EU has already forced Apple to allow third-party app stores in Europe (via the Digital Markets Act), a move Musk celebrated.
Conclusion: The Future of the "Super App"
Musk's ultimate ambition is to turn X into an "everything app" (like WeChat in China), handling payments, banking, and commerce. This vision is impossible to achieve if Apple takes a 30% cut of every transaction.
The 2022 advertising dispute was just the opening battle. The war for the future of the mobile economy—and whether it remains a "walled garden" controlled by two companies or becomes an open ecosystem—is just beginning.