Apple Abandons 30% Fee on External Links

It's a day ending with 'y', so you know what that means! Yes, it's another entry in the ongoing Epic v Apple saga we all thought had been put to bed a long time ago. But now, it seems the iOS owner and iPhone manufacturer may be forced to drop a controversial 30% commission on links to alternative payments outside the App Store.

What does this mean for you and me? In short, it means that Apple is now decisively the loser in the original Epic v Apple case, which was initiated when Tim Sweeney allowed players to make in-app purchases directly from Epic Games for their ever-popular battle royale shooter, Fortnite, at a substantial discount.

Previously, Apple had to eliminate fees or other limitations on outside linking in the EU, but the US had still leaned relatively in their favor. However, now Apple cannot do any of the following: impose a fee on any purchases made outside an app, restrict developers' placements or formatting of links, limit the use of 'calls to action' (i.e., banners to tell you how much you could save), exclude certain apps or developers, interfere in consumer choice with 'scare screens', and must now use 'neutral messaging' to inform users they'll be going to a third-party site.

In short, while Epic may have lost a few battles, it's pretty much won the war. Apple plans to appeal the decision (naturally), but it seems unlikely that they'll be able to change the minds of the judges making these rulings.

With the Epic Games Store for mobile now taking root on Android and iOS in the EU, and on Android in the US, it could only be a matter of time before the iOS App Store becomes less important.

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