It's another day ending in 'y', so you know what that means—another development in the ongoing Epic vs Apple saga. In a significant ruling, Apple may now be forced to abandon its controversial 30% commission on links to alternative payments outside the App Store. This decision marks a pivotal moment in the legal battle that began when Epic Games' CEO, Tim Sweeney, enabled direct in-app purchases for Fortnite, offering players substantial discounts.
What does this mean for consumers? Essentially, it solidifies Apple's position as the loser in the original Epic vs Apple case. Previously, Apple had to relinquish fees and restrictions on outside linking in the EU, but the US had been more favorable to them. Now, however, Apple is prohibited from imposing fees on purchases made outside an app, restricting developers' placement or formatting of links, limiting the use of 'calls to action' like banners that highlight potential savings, excluding certain apps or developers, or using 'scare screens' to influence consumer choice. Instead, they must use 'neutral messaging' to inform users about third-party sites.
While Epic may have lost some skirmishes, they are effectively winning the war. Apple intends to appeal the decision, but overturning these 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, the significance of the iOS App Store could diminish over time.
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