Apple has approved the Epic Games Store for operation in the European Union, following public complaints from Epic Games about alleged repeated rejections that the gaming company argued violated EU law.
On Friday morning, the Epic Games Newsroom took to social media platform X (formerly Twitter) to accuse Apple of twice rejecting the Epic Games Store notarization submission due to the similarities between Epic’s “Install” button and Apple’s “Get” button, as well as the “In-app purchases” labels.
“Apple has rejected our Epic Games Store notarization submission twice now, claiming the design and position of Epic’s ‘Install’ button is too similar to Apple’s ‘Get’ button and that our ‘In-app purchases’ label is too similar to the App Store’s ‘In-App Purchases’ label,” the Epic Games Newsroom initially posted.
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These posts quickly gained traction, receiving over 811,400 views and 5,000 likes.
Epic Games argued that naming buttons “Install” and “In-app purchases” is a standard industry convention and that Apple’s actions were “arbitrary, obstructive, and in violation” of the EU’s Digital Markets Act (DMA).
Shortly after going public with these complaints, Epic Games announced that Apple had accepted the Epic Games Store notarization submission.
“Update: Apple has informed us that our previously rejected Epic Games Store notarization submission has now been accepted,” the Epic Games Newsroom posted on X Friday afternoon.
Epic Games CEO Tim Sweeney also shared the news, expressing relief that “development is back on track” but also criticizing delays in using Apple’s TestFlight program.
A representative from Apple confirmed to NBC News that the Epic Sweden AB Marketplace app had been approved. However, Apple has requested that Epic Games make the Marketplace interface less similar to Apple’s App Store in future updates.
Responding to a request for comment, Elka Looks, director of corporate communications at Epic Games, referred to the latest Epic Games Newsroom post on X, which says: “Apple has told some press channels that, though they have approved our current EGS iOS App for notarization, they are still demanding Epic change the user interface in a future version. Epic is disputing this.”
The Epic-Apple Antitrust Battle: A Long and Winding Road
The recent development is just the latest chapter in the protracted legal and regulatory battle between Epic Games and Apple, a conflict that has significant implications for the broader app ecosystem.
The confrontation began in August 2020 when Epic Games introduced a direct payment system in its popular game Fortnite, bypassing Apple’s in-app purchase system and its 30% commission fee. Apple swiftly responded by removing Fortnite from the App Store, prompting Epic to file a lawsuit accusing Apple of monopolistic practices.
Epic’s lawsuit claimed that Apple’s control over the App Store stifled competition and innovation, arguing that the 30% commission fee was exorbitant and unfair. Apple defended its practices, stating that its App Store policies ensured security and privacy for users.
Courtroom Drama and Regulatory Scrutiny
In September 2021, a U.S. district court ruled on the case, delivering a mixed verdict. The court ordered Apple to allow developers to direct users to alternative payment methods, which was seen as a win for Epic. However, the court also ruled that Apple was not a monopolist and did not need to reinstate Fortnite or allow Epic to implement its own in-app payment system on iOS.
Both companies appealed aspects of the decision, prolonging the legal battle. Meanwhile, the conflict drew the attention of regulators worldwide, including the European Commission, which opened an investigation into Apple’s compliance with the DMA.
The Digital Markets Act, A New Opportunity for Epic
The EU’s Digital Markets Act (DMA), designed to curb the market dominance of tech giants, has been pivotal in Epic’s efforts to re-establish its presence on iOS. Under the DMA, platforms like Apple’s App Store are required to allow greater flexibility and competition, paving the way for Epic Games to launch its own store on iOS with reduced commissions to Apple.
While this regulatory environment has facilitated Epic’s recent success in getting its store approved, the friction between the two companies remains palpable. Apple’s insistence on further changes to the Epic Games Store interface suggests that this conflict is far from resolved.
This ongoing battle between Epic Games and Apple is expected to have far-reaching implications for the tech industry. For developers and consumers, the outcome could significantly alter how digital content is purchased and consumed on major platforms.
Epic’s determination to challenge Apple’s policies reflects a broader push for more equitable revenue-sharing models and greater developer autonomy. As the dispute continues to unfold, it will likely influence regulatory approaches in other jurisdictions and inspire similar challenges against dominant tech platforms.
For now, the approval of the Epic Games Store in the EU marks a significant, albeit temporary, victory for Epic Games. However, with both companies entrenched in their positions, the faceoff is expected to continue, shaping the future of digital commerce and app store policies.
Epic has vowed to continue calling Apple out.