It's another day in the ongoing Epic vs Apple saga, which many thought had concluded long ago. However, a recent ruling suggests that Apple may be forced to eliminate its controversial 30% commission on links to alternative payment methods outside the App Store. This development marks a significant shift in the battle initiated by Epic Games' CEO Tim Sweeney, who allowed Fortnite players to make in-app purchases directly from Epic, bypassing Apple's fees and offering substantial discounts.
Previously, Apple had to remove fees and restrictions on external linking in the EU, but rulings in the US had been more favorable to them. Now, the latest decision mandates that Apple can no longer:
- Impose fees on purchases made outside of their app ecosystem.
- Restrict how developers place or format links to external payment options.
- Limit the use of 'calls to action', such as banners informing users of potential savings.
- Exclude certain apps or developers from utilizing external payment links.
- Use 'scare screens' to deter consumers from using third-party payment methods; instead, they must employ 'neutral messaging' to inform users they are navigating to an external site.
While Epic Games may have lost individual battles, this ruling suggests they are winning the broader conflict. Apple intends to appeal, yet overturning these judicial decisions seems unlikely. With the Epic Games Store now established on Android and iOS in the EU, and on Android in the US, the significance of the iOS App Store might diminish over time.
