The ongoing Epic vs Apple saga, which many thought had concluded, has taken another significant turn. Apple, the maker of iOS and iPhones, may now be compelled to eliminate its contentious 30% commission on external payment links outside the App Store. This development stems from a major ruling that could reshape the landscape of app monetization.
What does this mean for consumers and developers? Essentially, Apple is emerging as the definitive loser in the original Epic vs Apple lawsuit, which began when Epic Games' CEO, Tim Sweeney, enabled in-app purchases directly through Epic for Fortnite, offering players a significant discount. This move challenged Apple's strict control over in-app purchases and payment systems.
Previously, Apple had to remove fees and restrictions on external linking in the EU, but the situation in the US had been more favorable to them. However, the latest ruling now prohibits Apple from:
- Charging fees on purchases made outside of apps
- Restricting developers' ability to place or format links
- Limiting the use of 'calls to action' that inform users of potential savings
- Excluding specific apps or developers
- Using 'scare screens' to influence consumer choice
- Anything but neutral messaging when informing users they are navigating to a third-party site
While Epic may have faced setbacks in certain aspects of the case, this ruling suggests they have effectively won the broader conflict. Apple intends to appeal the decision, yet overturning such a ruling appears unlikely.
With the Epic Games Store now established on Android and iOS in the EU, and expanding on Android in the US, the importance of the iOS App Store may diminish over time. This shift could herald a new era of app distribution and payment options, offering more freedom and potentially lower costs for developers and consumers alike.
