Apple Abandons 30% Fee on External Links

It's another day ending in 'y', which means there's a new development in the ongoing Epic vs Apple saga that many thought had concluded long ago. The latest twist suggests that Apple might have to abandon its controversial 30% commission on transactions facilitated through links to alternative payment methods outside the App Store.

What does this mean for consumers and developers? Essentially, Apple appears to be the definitive loser in the original Epic vs Apple case, which began when Epic Games' CEO Tim Sweeney allowed Fortnite players to make in-app purchases directly from Epic Games at a significant discount.

Previously, Apple had to remove fees and other restrictions on external linking within the European Union, but the rulings in the United States had been relatively favorable to them. However, the latest ruling now prohibits Apple from:

• Imposing fees on purchases made outside of an app
• Restricting developers' ability to format or place links
• Limiting the use of 'calls to action' that inform users of potential savings
• Excluding certain apps or developers
• Interfering with consumer choice through 'scare screens'
• Using anything other than 'neutral messaging' to inform users they are navigating to a third-party site

While Epic may have lost some individual battles, it seems they have won the broader war. Apple plans to appeal the decision, but it's doubtful they will sway the judges who issued these rulings.

With the Epic Games Store for mobile now established on Android and iOS in the EU, and on Android in the US, it may not be long before the iOS App Store sees a decline in its importance.