Apple Abandons 30% Fee on External Links

In the latest development of the ongoing Epic vs Apple saga, Apple may soon be compelled to eliminate its 30% commission on payments made outside the App Store. This ruling marks a significant shift in the battle that began when Epic Games' CEO, Tim Sweeney, allowed Fortnite players to make in-app purchases directly from Epic, offering them at a substantial discount.

Previously, Apple had to adjust its policies in the European Union, removing fees and limitations on external linking. However, the United States had remained more favorable towards Apple—until now. The new ruling prohibits Apple from imposing fees on purchases made outside its app ecosystem, restricting developers' use of external links, limiting calls to action like banners that highlight potential savings, excluding certain apps or developers, or using 'scare screens' to influence consumer choices. Instead, Apple must now use 'neutral messaging' to inform users they are navigating to a third-party site.

While Epic Games may have lost some skirmishes along the way, this ruling suggests they've won the broader conflict. Apple intends to appeal the decision, but overturning it seems unlikely given the judicial trend. With the Epic Games Store already established on Android and iOS in the EU, and Android in the US, the significance of the iOS App Store could diminish in the near future.