It's another day in the ongoing Epic v Apple saga, and it seems the tides are turning significantly against Apple. The tech giant may now be compelled to eliminate its controversial 30% commission on links to alternative payment methods outside the App Store. This development stems from a pivotal ruling in the Epic v Apple case, which began when Epic Games' CEO, Tim Sweeney, enabled direct in-app purchases for Fortnite, offering players a substantial discount.
What does this mean for consumers and developers? In essence, Apple has been decisively outmaneuvered in the original Epic v Apple dispute. Previously, Apple was required to remove fees and restrictions on external linking in the EU, but the US had been somewhat more favorable to them. However, the latest ruling changes the game entirely.
Linking UpUnder the new rules, Apple is prohibited from:
- Imposing fees on purchases made outside an app
- Restricting developers' placement or formatting of links
- Limiting the use of 'calls to action' such as banners that highlight potential savings
- Excluding certain apps or developers
- Interfering with consumer choice through 'scare screens'
- They must now use 'neutral messaging' to inform users they are navigating to a third-party site
While Epic may have lost some skirmishes along the way, it appears they've won the broader conflict. Apple intends to appeal the decision, but overturning the judges' rulings seems unlikely.
With the Epic Games Store for mobile already established on Android and iOS in the EU, and on Android in the US, it's only a matter of time before the significance of the iOS App Store diminishes.
