Apple Abandons 30% Fee on External Links

In the latest development of the ongoing Epic vs Apple saga, a significant ruling might force Apple to abandon its controversial 30% commission on payments made outside the App Store. This decision marks a pivotal moment in the legal battle initiated by Epic Games' CEO Tim Sweeney, who challenged Apple's payment system by allowing Fortnite players to make in-app purchases directly from Epic, at a substantial discount.

The implications of this ruling are substantial. Previously, Apple had to comply with similar regulations only within the European Union, but the United States had been more favorable towards Apple. However, this new ruling expands the scope, compelling Apple to make changes across the board. Apple can no longer:

• Impose fees on purchases made outside of their app ecosystem.
• Restrict or dictate the placement and formatting of links used by developers.
• Limit the use of 'calls to action' such as banners that inform users about potential savings.
• Exclude certain apps or developers from using external payment links.
• Use 'scare screens' to deter users from making purchases outside the App Store.
• Instead, Apple must employ 'neutral messaging' to inform users they are navigating to a third-party site.

Although Epic Games lost some preliminary battles, this ruling suggests they've essentially won the war against Apple's restrictive practices. Apple has announced plans to appeal the decision, but overturning such a comprehensive ruling seems unlikely.

With the Epic Games Store now expanding on Android and iOS in the EU, and on Android in the US, the significance of the iOS App Store could diminish over time. This shift could herald a new era of greater choice and flexibility for consumers and developers alike.