Epic Games App Store approved for EU launch
Apple has recently approved Epic Games' third-party app marketplace for launch in the European Union, following a series of earlier rejections. This approval comes in accordance with the EU's Digital Markets Act (DMA), which permits such initiatives. Epic Games had previously announced plans to reintroduce its digital storefront and Fortnite game on iOS in Europe, prompting discussions with Apple after initial refusals.
Epic Games expressed concerns over Apple's rejections on X (formerly Twitter), citing issues such as the placement of the "Install" button and the similarity of its "in-app purchase" label to Apple's own. Epic argued that these elements adhere to standard practices observed across popular app stores on different platforms. Labeling Apple's decisions as "arbitrary, obstructive, and in violation of the DMA," Epic notified the European Commission about its grievances.
2/3 We are using the same "Install" and "In-app purchases" naming conventions that are used across popular app stores on multiple platforms, and are following standard conventions for buttons in iOS apps. We're just trying to build a store that mobile users can easily understand,…
— Epic Games Newsroom (@EpicNewsroom) July 5, 2024
Later the same day, Apple conditionally approved the Epic Sweden AB Marketplace app, contingent on Epic Games making specified adjustments in a subsequent update. Apple clarified that, per Section 2.3 (G) of its developer agreement, Epic must ensure its Games Store does not cause confusion with the App Store. Apple acknowledged Epic's compliance with most guidelines but noted discrepancies in certain design and text elements.
Apple's approval of Epic Games' Fortnite app and marketplace app highlights the tech giant's adherence to new regulations permitting third-party app stores on iOS devices, a significant departure from previous policies. Developers exploring alternate distribution channels may consider the implications of Apple's stringent adherence to these guidelines.
Under the DMA, Apple is mandated to facilitate third-party app stores on iPhones, following its designation as a "gatekeeper" under EU law. The new rules also offer developers options to reduce commissions on in-app purchases, albeit through a revised fee structure that entails payments to Apple for technology use.
Epic Games' efforts reflect a longstanding dispute with Apple over app store policies and commission fees. Legal battles in the U.S. saw mixed outcomes for Epic, prompting further engagement with EU regulators. Epic Games remains committed to launching Fortnite and its Games Store on iOS devices in Europe, aiming to provide users with alternative app store options.