Apple Abandons 30% Fee on External Links

May 25,25

The Epic vs Apple legal battle continues to evolve, with a significant ruling potentially forcing Apple to abandon its controversial 30% commission on external payment links outside the App Store. This latest development suggests that Apple may be the ultimate loser in this long-standing dispute, which began when Epic Games' CEO, Tim Sweeney, enabled direct in-app purchases for Fortnite, offering players a substantial discount.

Previously, Apple had to comply with similar regulations in the European Union, but the rulings in the US had been more favorable to them. Now, however, the situation has shifted. Apple is barred from imposing fees on purchases made outside the app, restricting developers' ability to place or format links, limiting the use of 'calls to action' like banners that highlight potential savings, excluding certain apps or developers, and using 'scare screens' to influence consumer choice. Instead, Apple must use neutral messaging to inform users that they are navigating to a third-party site.

While Epic Games may have lost some individual battles, it appears to be winning the war. Apple intends to appeal the decision, but overturning these rulings seems unlikely. As the Epic Games Store for mobile gains traction on Android and iOS in the EU, and on Android in the US, the importance of the iOS App Store may diminish over time.

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