The ongoing Epic vs. Apple saga has taken another significant turn, with Apple potentially being compelled to eliminate its 30% commission on external payment links outside the App Store. This development marks a pivotal moment in the legal battle that began when Epic Games, led by CEO Tim Sweeney, introduced direct in-app purchases for Fortnite at a discounted rate, bypassing Apple's payment system.
What does this mean for consumers and developers? In essence, Apple appears to be decisively on the losing side of the original Epic vs. Apple case. Previously, Apple had to remove fees and restrictions on external linking within the European Union, but the rulings in the US had been more favorable to them. However, the latest rulings now prohibit Apple from imposing fees on purchases made outside of apps, restricting developers' ability to place or format links, limiting the use of 'calls to action' like banners that highlight potential savings, excluding certain apps or developers, and using 'scare screens' to deter users from external payment options. Apple must now use 'neutral messaging' to inform users that they are navigating to a third-party site.
Although Epic Games may have lost some individual battles, it seems they are winning the broader war against Apple's restrictive practices. Apple intends to appeal the decision, but overturning the judges' rulings appears unlikely.
With the Epic Games Store for mobile already established on Android and iOS in the EU, and on Android in the US, the significance of the iOS App Store could diminish in the near future.
