Epic Games Wins Approval for Third-Party App Store on iOS

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Highlights

Epic Games’ third-party app marketplace is approved for launch in the EU.
Apple initially rejected the app over design similarities to the App Store.
This decision marks a significant win for Epic Games and a potential turning point for app distribution on iOS.
The EU’s Digital Markets Act plays a crucial role in promoting competition and innovation in the digital market.

Epic Games App Marketplace Cleared for EU iOS Launch

After a series of rejections, Apple has greenlit Epic Games’ long-awaited third-party app store for iOS devices in the European Union. This marks a significant milestone in the ongoing dispute between the two companies and opens a new chapter in app distribution on Apple’s platform

2/3 We are using the same "Install" and "In-app purchases" naming conventions that are used across popular app stores on multiple platforms, and are following standard conventions for buttons in iOS apps. We're just trying to build a store that mobile users can easily understand,…
— Epic Games Newsroom (@EpicNewsroom) July 5, 2024

Apple’s Initial Concerns and Subsequent Approval

Apple initially rejected Epic Games’ app marketplace citing design similarities to its own App Store, particularly the “Install” button and “in-app purchase” labels. Epic Games contested these rejections, calling them arbitrary and in violation of the EU’s Digital Markets Act (DMA).

Following Epic Games’ appeal, Apple approved the marketplace with the condition that certain design elements be modified in a future update. Apple emphasized that while Epic Games generally followed guidelines, the download button’s design and wording needed to be changed to avoid confusion with the App Store.

Epic Games’ Victory and the Future of App Distribution

This approval is a major win for Epic Games, which has long advocated for alternative app stores and fairer in-app purchase commissions. It also sets a precedent for other developers who may be interested in exploring their own distribution channels on iOS.

Update: Apple has informed us that our previously rejected Epic Games Store notarization submission has now been accepted. https://t.co/tl5LY1aQD6
— Epic Games Newsroom (@EpicNewsroom) July 5, 2024

Epic Games Implications of the EU’s Digital Markets Act

This development highlights the impact of the EU’s DMA, which seeks to promote competition and innovation in the digital market. By requiring Apple to allow third-party app stores, the DMA has opened up new possibilities for app distribution and user choice.

The approval of Epic Games’ app marketplace in the EU signals a potential shift in the iOS ecosystem. While the battle between Epic Games and Apple is far from over, this decision represents a significant step towards greater developer freedom and consumer choice in the mobile app market.