It's a day ending in 'y', so you know what that means! Yes, it's another chapter in the seemingly endless Epic vs Apple saga that many thought had concluded long ago. Now, Apple, the maker of iPhones and overseer of iOS, may be compelled to eliminate its controversial 30% commission on links to alternative payment methods outside the App Store.
What does this mean for you and me? In essence, it signifies that Apple has emerged as the clear loser in the original Epic vs Apple case. This dispute began when Epic's CEO, Tim Sweeney, enabled Fortnite players to make in-app purchases directly from Epic Games at a significant discount, bypassing Apple's payment system.
Previously, Apple was required to remove fees and other restrictions on outside linking in the EU, but rulings in the US had been relatively favorable to them. However, the latest developments mean Apple can no longer:
- Impose fees on purchases made outside an app
- Restrict developers' placements or formatting of links
- Limit the use of 'calls to action' such as banners highlighting potential savings
- Exclude certain apps or developers
- Interfere with consumer choice through 'scare screens'
- Anything but use 'neutral messaging' to inform users they're navigating to a third-party site
In short, while Epic may have lost a few battles, they've effectively won the war. Apple intends to appeal the decision, but it seems improbable that they will sway the judges who have made these rulings.
With the Epic Games Store for mobile now establishing a presence on Android and iOS in the EU, and on Android in the US, it may not be long before the iOS App Store's dominance wanes.
