After multiple rejections, Apple has approved Fortnite maker Epic Games’ third-party app marketplace for launch in the EU. As now permitted by the EU’s Digital Markets Act (DMA), Epic announced its plans to bring the digital storefront and its flagship game, Fortnite, back to iOS in Europe earlier this year.
Initial Rejections and Complaints
On Friday, Epic Games took to X (formerly Twitter) to complain that Apple had rejected its submission twice over concerns that its Games Store looked too much like Apple’s App Store. Epic then stated it would take the matter to European regulators for review.
Reasons for Rejection
According to posts on X, Epic Games initially said Apple had rejected its submission over details like the position of its “Install” button for games, which Apple claimed was too similar to its own “Get” button. Apple also rejected the app because its “in-app purchase” label was too much like Apple’s.
Response from Epic Games
Epic argued that it’s using the same naming conventions that are standard across popular app stores on other platforms. The company called the rejection “arbitrary, obstructive, and in violation of the DMA” and shared its concerns with the European Commission.
Conditional Approval
Later in the day, Apple approved the third-party marketplace app because Epic Games would make the necessary corrections in a subsequent update. Apple specified that Epic Games had generally followed the guidelines of not making its Games Store appear confusingly similar to the App Store, except for the design and copy of the download button. Additionally, Apple noted that Epic Games’ Fortnite app had already been approved.
Implications for Other Developers
Epic’s case represents a high-profile example of how stringent Apple will be with the new rules that permit third-party app stores on iOS for the first time. Excessive rejections could dissuade other developers interested in testing the waters with their distribution channels.
Digital Markets Act (DMA) Regulations
According to the new DMA rules, Apple is considered a “gatekeeper” by EU law, so it needs to enable third-party app stores on iPhones. App developers can also switch to a set of new DMA rules that allow them to reduce commissions on in-app purchases on the App Store. However, the process still involves fees under a complicated new structure that requires developers to pay for iPhone to use its technology instead.
Epic Games Ongoing Battle with Apple
Epic has been battling Apple for years to reach its customers on the iPhone without having to pay commissions on in-app purchases. The company took the case to the courts in the U.S., where it ultimately lost on most fronts, having failed to prove Apple was a monopolist. However, Epic’s continued complaints saw Apple briefly terminating the game maker’s developer account in the EU before EU regulators again stepped in. Since then, Epic Games has vowed to launch Fortnite on iOS and iPad in the EU and bring its Games Store to the market.
Confirmation of Approval
Epic confirmed the approval of its marketplace app on X and sent an email to TechCrunch. An update on X stated, “Apple has informed us that our previously rejected Epic Games Store notarization submission has now been accepted.”
SUMMARY
The green light from Epic Games is a game-changer in its longstanding pursuit against Apple. It shows the trials of setting new rules and meeting self-imposed standards among big tech firms such as the iPhone maker.
