Apple Abandons 30% Fee on External Links

It's a day ending in 'y', so you know what that means! Another chapter unfolds in the ongoing Epic vs Apple saga that many thought had concluded long ago. Recent developments suggest that Apple may now be compelled to eliminate its controversial 30% commission on links to alternative payment methods outside the App Store.

What does this mean for consumers and developers? In essence, Apple is decisively emerging as the loser in the original Epic vs Apple case, which erupted when Epic Games' CEO Tim Sweeney allowed Fortnite players to make in-app purchases directly through Epic, offering a significant discount. This move challenged Apple's control over in-app purchases.

Previously, Apple was required to remove fees and restrictions on external linking within the EU, but the rulings in the US had been more favorable to them. However, the latest ruling mandates that Apple can no longer:

• Impose fees on purchases made outside of their app ecosystem.
• Restrict developers' ability to place or format external links.
• Limit the use of 'calls to action,' such as banners highlighting potential savings.
• Exclude specific apps or developers from these benefits.
• Interfere with consumer choice using 'scare screens' and must employ 'neutral messaging' when informing users they are navigating to a third-party site.

While Epic may have lost some individual battles, it appears to be winning the broader conflict. Apple has announced plans to appeal the decision, but overturning these rulings seems unlikely.

With the Epic Games Store now established on Android and iOS in the EU, and expanding on Android in the US, the significance of the iOS App Store could diminish in the near future.