Apple grants Epic Games’ third-party app store permission to operate in the EU after multiple rejections. Under the European Union’s newly enacted Digital Markets Act, Epic Games announced plans to re-enter the European iOS market by reviving both its digital storefront and the popular game Fortnite after a year-long absence. Despite the controversy surrounding their Fortnite game, Epic Games still managed to stir up a storm on Friday by taking to X (formerly Twitter) to express frustration with Apple’s repeated rejection of their app submission. The issue at hand revolved around Apple’s concern that Epic Games’ in-house Video games Retailer looked too similar to its own App Store. Epic Games has announced that it will escalate the issue to European regulators for review and evaluation.
Apple allowed the third-party developer to publish their app after Epic Games agreed to implement necessary changes in a future update.
Epic Games initially claimed that Apple rejected its app due to minor details such as the placement of its “Install” button for games, allegedly resembling Apple’s own “Get” button too closely. The app’s rejection notice also cited concerns that the “in-app buy” label bore an uncanny resemblance to Apple’s own terminology, which raised questions about potential trademark infringement.
Epic contends that its use of familiar naming conventions is consistent with industry norms in traditional app stores across various platforms.
The corporation, meanwhile, labelled the decision “arbitrary, obstructive, and in contravention of the Data Protection Act,” and emphasized that it has conveyed its concerns to the European Commission.
Apple has approved Epic Games’ Swedish subsidiary, Market app, for release within the App Store; however, the game developer must still address the outstanding issues and implement the necessary changes demanded by Apple before the app becomes live. According to Apple’s developer settlement, Epic Games was obligated under Part 2.3 (G) to ensure that its digital storefront did not resemble the App Store in a way that could be perceived as confusingly similar. Apple noted that Epic Games had consistently followed this guideline, except for the design and duplication of the purchase button.
Apple confirmed that Epic Games’ Fortnite app has been approved and is now available for download from the App Store.
Apple’s enforcement of its latest guidelines has sparked controversy in the case of Epic, highlighting the tech giant’s strict approach to regulating third-party app stores on iOS for the first time ever? Severe rejections could also deter other developers from exploring their own distribution channels, potentially stifling innovation and entrepreneurship.
Under the European Union’s regulations, Apple has been classified as a “gatekeeper” due to its dominance in the smartphone market, leading to new guidelines that obligate the company to allow third-party app stores on the iPhone.
App developers can opt to conform to the most recent DMA guidelines, allowing them to reduce commissions on in-app purchases on the App Store; however, this process still incurs fees under a model where developers pay Apple for utilizing its technology instead.
Epic Games has long been locked in a contentious struggle with Apple over the issue of how to effectively reach and engage with customers on iOS devices without being forced to fork over significant commissions on in-app transactions. The corporation ultimately lost its case in the US courts, as judges declined to find Apple was a monopolist. Following Epic’s complaints against Apple, the tech giant briefly suspended the sport maker’s developer account in the EU before EU regulators intervened. Subsequently, Epic Games has pledged to release Fortnite on iOS and enter the European Union market, while also bringing its Games Store to consumers.
The company has successfully secured approval for its innovative marketplace application on platform X, as announced through a press release sent to prominent tech publication TechCrunch via email.
