Apple Ends 30% Fee on External Links

In the ever-evolving narrative of the Epic vs Apple saga, a significant development has emerged, potentially reshaping the landscape of app payments. Apple, the tech giant behind iOS and the iPhone, may now be compelled to abandon its contentious 30% commission on alternative payment links outside the App Store. This ruling marks a pivotal moment in the ongoing legal battle initiated by Epic Games' CEO, Tim Sweeney, who challenged Apple's payment policies by allowing Fortnite players to make in-app purchases directly through Epic Games at a discounted rate.

Previously, Apple had to comply with similar regulations in the EU, eliminating fees and restrictions on external linking. However, the US had been more favorable towards Apple until now. The latest ruling prohibits Apple from imposing fees on purchases made outside apps, restricting developers' ability to format or place links, limiting the use of 'calls to action' like banners that highlight potential savings, excluding specific apps or developers, and using 'scare screens' to influence consumer choices. Instead, Apple must adopt 'neutral messaging' to inform users about transitioning to third-party sites.

While Epic Games may have faced setbacks in some aspects of the case, this ruling suggests they've effectively won the broader conflict. Apple intends to appeal the decision, but overturning the judges' rulings appears unlikely at this stage.

The implications of this ruling extend beyond the courtroom. With the Epic Games Store now established on Android and iOS in the EU, and Android in the US, the significance of the iOS App Store could diminish over time. This shift could empower developers and offer consumers more payment options, fostering a more competitive and user-friendly app ecosystem.