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. Now, Apple may be compelled to eliminate the controversial 30% commission on links to alternative payment methods outside the App Store. This development stems from a significant ruling in the legal battle between the two tech giants.

What does this mean for consumers? Essentially, Apple has been decisively defeated in the original Epic vs Apple case. The conflict began when Epic Games' CEO, Tim Sweeney, introduced a system allowing Fortnite players to make in-app purchases directly from Epic, offering a substantial discount compared to Apple's App Store rates.

Previously, Apple had to remove fees and limitations on outside linking in the EU, but the rulings in the US had been more favorable to them. However, the latest ruling prohibits Apple from imposing fees on purchases made outside their app ecosystem, restricting developers' placement or formatting of links, limiting the use of 'calls to action' (such as banners highlighting potential savings), excluding certain apps or developers, and using 'scare screens' to influence consumer choice. Apple must now use neutral messaging to inform users they are navigating to a third-party site.

While Epic may have lost some individual battles, it appears to have won the war. Apple intends to appeal the decision, but overturning the judges' rulings seems unlikely.

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