In the latest twist of the ongoing Epic vs Apple saga, a significant ruling has emerged that could force Apple to abandon its controversial 30% commission on payments made outside the App Store. This development marks a pivotal moment in the long-standing legal battle that began when Epic Games, led by CEO Tim Sweeney, introduced direct in-app purchases for Fortnite, bypassing Apple's payment system and offering players a substantial discount.
The implications of this ruling are far-reaching. Apple is now compelled to eliminate fees and other restrictions on external linking not just in the EU, but also in the US, where previous rulings had been more favorable to the tech giant. Under the new directives, Apple cannot:
- Impose fees on purchases made outside of their app ecosystem.
- Restrict developers' ability to place or format links to external payment options.
- Limit the use of 'calls to action' that inform users of potential savings.
- Exclude certain apps or developers from these benefits.
- Use 'scare screens' to deter users from making external purchases.
- Instead, they must employ 'neutral messaging' to inform users they are navigating to a third-party site.
While Epic Games may have faced setbacks in individual battles, this ruling suggests they have effectively won the war against Apple's restrictive policies. Apple has announced plans to appeal the decision, but overturning such a comprehensive ruling appears challenging.
With the Epic Games Store now established on Android and iOS in the EU, and on Android in the US, the significance of the iOS App Store may diminish over time. This shift could herald a new era of digital marketplace freedom, benefiting both developers and consumers alike.
