It's another day ending in 'y', which means another development in the seemingly never-ending Epic vs Apple legal battle. The latest twist? Apple may now be forced to abandon its controversial 30% commission on payments made outside the App Store. This significant ruling marks a pivotal moment in the ongoing saga that began when Epic Games, led by CEO Tim Sweeney, allowed Fortnite players to make in-app purchases directly through Epic, bypassing Apple's payment system at a considerable discount.
What does this mean for consumers and developers? Simply put, Apple appears to be the clear loser in the original Epic vs Apple case. Previously, Apple had to eliminate fees and restrictions on external linking in the EU, but the U.S. rulings had been more favorable to them. Now, the landscape has shifted. Apple is barred from imposing fees on purchases made outside of apps, restricting developers' ability to place or format links, limiting the use of 'calls to action' like banners that highlight savings, excluding certain apps or developers, and using 'scare screens' to deter consumers. Instead, Apple must employ 'neutral messaging' when informing users they are navigating to a third-party site.
While Epic may have lost some skirmishes along the way, it seems they've won the broader conflict. Apple intends to appeal the decision, but overturning the judges' rulings appears unlikely. With the Epic Games Store for mobile already established on Android and iOS in the EU, and on Android in the U.S., the importance of the iOS App Store may soon diminish.
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