Apple Abandons 30% Fee on External Links

It's another day in the ongoing Epic vs Apple saga, which many thought had concluded long ago. However, a recent ruling suggests that Apple, the maker of iOS and iPhones, may have to abandon its controversial 30% commission on links to alternative payment methods outside the App Store.

What does this mean for us? Simply put, Apple appears to be the definitive loser in the original Epic vs Apple case. This legal battle began when Tim Sweeney, CEO of Epic Games, allowed Fortnite players to make in-app purchases directly through Epic Games at a significant discount, bypassing Apple's payment system.

Previously, Apple was compelled to eliminate fees and other restrictions on external linking within the European Union, but the rulings in the United States had been somewhat more favorable to them. Now, however, the latest ruling prohibits Apple from doing the following:

• Charging fees on purchases made outside of an app
• Restricting developers' ability to place or format links
• Limiting the use of 'calls to action,' such as banners that inform users of potential savings
• Excluding certain apps or developers
• Using 'scare screens' to interfere with consumer choice
• Apple must now use 'neutral messaging' to inform users that they are navigating to a third-party site

In essence, while Epic may have lost some skirmishes, it seems to have won the broader conflict. Apple intends to appeal this decision, but overturning it appears unlikely.

With the Epic Games Store for mobile now established on Android and iOS in the EU, and on Android in the US, the importance of the iOS App Store may diminish over time.

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