This past weekend has seen a new drama with dual protagonists: Tech giant, Apple, and gaming powerhouse, Epic Games. The good news is that Apple has finally approved the Epic Games Store in Europe, but this approval comes after many setbacks, and still, it would be too early to think it’s finally settled down.
The approval marks a notable moment in the ongoing saga between the two companies, which has been closely watched by tech and gaming enthusiasts worldwide.
Epic Games has long sought to expand its digital storefront, the Epic Games Store, to iOS devices. However, this journey has been fraught with challenges. On two separate occasions, Apple rejected Epic Games’ submission for notarization, which is a necessary step for distributing apps on Apple devices.
The reasons cited by Apple for these rejections included concerns over the similarity of Epic’s ‘Install’ button to Apple’s ‘Get’ button and issues with the labeling of in-app purchases, as Epic Games Newsroom X account explains:
1/3 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.
— Epic Games Newsroom (@EpicNewsroom) July 5, 2024
These rejections were not taken lightly by Epic Games. The company took to social media to voice its frustrations, labeling Apple’s reasons as trivial and unreasonable. They argued that these rejections were roadblocks to their efforts to launch the Epic Games Store in Europe. This public dispute brought huge attention and put pressure on Apple to reconsider its stance.
From rejection to approval
The conflict between Apple and Epic Games is not a new development. It has been part of a broader dispute concerning Apple’s control over its App Store and the fees it charges developers. This particular battle began in earnest when Epic Games attempted to bypass Apple’s 30% revenue cut by introducing a direct payment option in its popular game, Fortnite. This led to Fortnite being removed from the App Store and a high-profile lawsuit between the two companies.
Apple’s recent rejections of the Epic Games Store submission were seen by many as another chapter in this ongoing conflict. However, the pressure from Epic Games, combined with regulatory scrutiny from the European Commission, seemed to have played a role in Apple’s eventual approval of the submission. Just a day after voicing their concerns on social media, Epic Games announced that Apple had approved their previously rejected submission.
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. https://t.co/fKHWbhBRvj
— Epic Games Newsroom (@EpicNewsroom) July 6, 2024
Despite this approval, the conflict is far from over. Apple has requested that Epic Games revise the user interface of their store in the future, a demand that Epic Games is currently disputing. This indicates that while the Epic Games Store may be available on iOS devices in Europe, the disagreements between the two companies are likely to continue.
Regulatory scrutiny and future implications
The dispute between Apple and Epic Games is emblematic of broader concerns about Apple’s business practices. The European Commission has been investigating Apple for potential antitrust violations, focusing on the company’s App Store policies and its 30% revenue cut from developers. In March, Apple announced changes that would allow app downloads outside the App Store through authorized EU websites, a move seen as a response to regulatory pressure.
However, this change introduced a new controversy with the introduction of a “core technology fee.” Critics argue that this fee is another way for Apple to maintain control over app distribution and revenue. The European Commission has expressed concerns about this fee and is investigating whether it complies with the Digital Markets Act (DMA). If Apple is found guilty of violating the DMA, it could face significant fines, adding another layer of complexity to the ongoing dispute.
Remember Fortnite on iOS?
How bout we bring that back.
Later this year Fortnite will return in Europe on iOS through the @EpicGames Store.
(shoutout DMA – an important new law in the EU making this possible). @Apple, the world is watching. pic.twitter.com/VdHWTe8i1c— Fortnite (@FortniteGame) January 25, 2024
The approval of the Epic Games Store on iOS devices in Europe isn’t something to be negligible, but it is just one part of a much larger story. The regulatory scrutiny of Apple’s business practices is likely to continue, and the company’s ongoing disputes with developers like Epic Games will remain a focal point. As the situation evolves, it will be important to watch how these conflicts shape the future of app distribution and digital storefronts.
Featured image credit: Epic Games
