In the latest twist of the ongoing Epic vs. Apple legal battle, a significant ruling could force Apple to eliminate its 30% commission on payments made through external links outside the App Store. This development marks a pivotal moment in the dispute that began when Epic Games introduced direct in-app purchases for Fortnite, offering players substantial discounts.
The ruling has far-reaching implications. Previously, Apple was compelled to remove fees and restrictions on external linking in the EU, but the U.S. had been more favorable towards Apple's practices. Now, however, Apple faces stringent new rules: they cannot impose fees on purchases made outside their app ecosystem, restrict developers' ability to place or format links, limit the use of 'calls to action' like banners that highlight potential savings, exclude specific apps or developers, or use 'scare screens' to deter users from leaving the App Store. Instead, Apple must employ neutral messaging when informing users they are navigating to a third-party site.
While Epic Games may have faced setbacks in individual aspects of the case, this ruling suggests they are winning the broader conflict. Apple has announced plans to appeal, but overturning such a decision seems unlikely given the current judicial sentiment.
With the Epic Games Store already established on Android and iOS in the EU, and expanding to Android in the U.S., the significance of the iOS App Store may diminish over time. This shift could herald a new era of digital marketplace dynamics, offering developers and consumers more freedom and choice.
