It's another day ending in 'y', which means we're diving back into the ongoing Epic vs Apple saga, a legal battle many thought had concluded long ago. However, recent developments suggest that Apple, the powerhouse behind iOS and iPhone, might have to abandon its controversial 30% commission on links facilitating alternative payments outside the App Store.
What does this mean for us? In essence, Apple appears to be the definitive loser in the original Epic vs Apple case, which erupted when Epic Games' CEO, Tim Sweeney, enabled direct in-app purchases for Fortnite, offering players a significant discount. This move challenged Apple's stronghold on in-app purchases.
Previously, Apple had to relinquish fees and restrictions on external linking in the EU, but the US rulings had been somewhat favorable to them. However, the tide has turned. Apple can no longer:
- Impose fees on purchases made outside their app ecosystem.
- Restrict developers' placement or formatting of links.
- Limit the use of 'calls to action', such as banners that inform users of potential savings.
- Exclude specific apps or developers from these freedoms.
- Interfere with consumer choice using 'scare screens' and must now employ 'neutral messaging' to inform users they are navigating to a third-party site.
While Epic may have lost some skirmishes, it seems they've won the war. Apple has announced plans to appeal this decision, but overturning the judges' rulings appears unlikely.
With the Epic Games Store for mobile gaining traction on Android and iOS in the EU, and on Android in the US, it's conceivable that the iOS App Store's dominance could wane in the near future.
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