In the latest development of the Epic vs Apple saga, a significant ruling may force Apple to abandon its controversial 30% commission on payments made outside the App Store. This ruling marks another chapter in the ongoing legal battle that began when Epic Games, the creator of the popular battle royale game Fortnite, allowed in-app purchases directly from their platform, offering substantial discounts to players.
Previously, Apple had to comply with similar rulings in the European Union, where they were required to drop fees and other restrictions on external linking. However, the situation in the United States had been more favorable to Apple until now. The new ruling decisively positions Apple as the loser in the original Epic vs Apple case.
Under the new guidelines, Apple is prohibited from:
- Imposing fees on purchases made outside of their app ecosystem.
- Restricting developers' ability to place or format links to external payment options.
- Limiting the use of 'calls to action,' such as banners that inform users about potential savings.
- Excluding certain apps or developers from these benefits.
- Using 'scare screens' to interfere with consumer choice, instead requiring the use of 'neutral messaging' to inform users they are navigating to a third-party site.
While Epic Games may have lost several battles along the way, this ruling suggests they have won the war. Apple has announced plans to appeal the decision, but overturning it seems unlikely given the judicial stance on these issues.
With the Epic Games Store for mobile now established on Android and iOS in the EU, and on Android in the US, the importance of the iOS App Store could diminish over time. This shift could herald a new era of more open and competitive app marketplaces.
