Apple Abandons 30% Fee on External Links

It's a day ending in 'y', so you know what that means! Yes, it's another chapter in the ongoing Epic vs Apple saga, which many thought had concluded long ago. Recent developments indicate that Apple, the maker of iOS and iPhones, might have to abandon its controversial 30% commission on external payment links outside the App Store.

What does this mean for you and me? In essence, Apple is now decisively the loser in the original Epic vs Apple case. This legal battle began when Tim Sweeney, CEO of Epic Games, enabled in-app purchases directly from Epic for their popular battle royale game, Fortnite, at a significant discount.

Previously, Apple had to relinquish fees and other restrictions on external linking in the EU, but the rulings in the US had been relatively favorable to them. However, the latest ruling changes the landscape significantly.

Linking Up: Under the new ruling, Apple cannot:

• Impose fees on purchases made outside an app.
• Restrict developers' placement or formatting of links.
• Limit the use of 'calls to action', such as banners highlighting potential savings.
• Exclude certain apps or developers from using these features.
• Interfere with consumer choice through 'scare screens' and must now use 'neutral messaging' to inform users they are navigating to a third-party site.

In short, while Epic may have lost some battles, it's clear they've won the war. Apple plans to appeal the decision, as expected, but overturning the judges' rulings seems unlikely.

With the Epic Games Store for mobile now established on Android and iOS in the EU, and on Android in the US, it may only be a matter of time before the significance of the iOS App Store diminishes.