It's a day ending in 'y', so you know what that means! Yes, it's another chapter in the ongoing Epic vs Apple saga, which many thought had concluded long ago. Now, it appears that Apple, the iOS and iPhone manufacturer, may have to abandon their controversial 30% commission on alternative payment links outside the App Store.
What does this mean for us? In simple terms, Apple is now decisively the loser in the original Epic vs Apple case. This battle began when Tim Sweeney, Epic Games' CEO, allowed Fortnite players to make in-app purchases directly from Epic at a significant discount.
Previously, Apple had to remove fees and other restrictions on outside linking in the EU, but the US rulings had been more favorable to them. However, the latest ruling changes the game. Apple can no longer:
- Impose fees on purchases made outside an app
- Restrict developers' placement or formatting of links
- Limit the use of 'calls to action' like banners that show potential savings
- Exclude certain apps or developers
- Interfere with consumer choice using 'scare screens'
- They must use 'neutral messaging' to inform users they are navigating to a third-party site
While Epic may have lost some individual battles, they've essentially won the war. Apple intends to appeal the decision, but reversing 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 iOS App Store's dominance wanes.
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