Apple Approves Epic Games’ Marketplace App Following Initial Rejections

In a significant development, Apple has approved Epic Games’ third-party app marketplace for launch in the European Union, following initial rejections. This approval aligns with the EU’s Digital Markets Act (DMA), which permits third-party app stores on iOS platforms. Epic Games had earlier announced plans to reintroduce its digital storefront and flagship game, Fortnite, to iOS users in Europe.

Initially, Epic Games faced setbacks when Apple rejected its marketplace app submission twice. The tech giant cited concerns that the Games Store’s design closely resembled Apple’s App Store. On Friday, Epic Games took to X (formerly Twitter) to express its frustration, indicating its intention to seek intervention from European regulators.

Apple’s objections were primarily about specific design elements of Epic’s app, such as the “Install” button, which Apple argued was too similar to its own “Get” button. Additionally, the labeling of in-app purchases was flagged for being too closely aligned with Apple’s standards. Epic Games contended that its naming conventions were consistent with those used by other popular app stores across various platforms.

The dispute highlighted Epic’s view that Apple’s rejections were “arbitrary, obstructive, and in violation of the DMA.” The company promptly shared these concerns with the European Commission.

By Friday afternoon, Apple had approved the Epic Sweden AB Marketplace app, stipulating that Epic Games must implement specific changes in a forthcoming update. According to Apple, the agreement under Section 2.3 (G) of its developer guidelines mandates that Epic’s Games Store should not appear confusingly similar to the App Store. Apple acknowledged Epic’s compliance with most guidelines, except for the design and wording of the download button.

Apple also confirmed that Epic Games’ Fortnite app had already received approval.

This case serves as a prominent example of Apple’s stringent adherence to new regulations that allow third-party app stores on iOS for the first time. The rigorous approval process could potentially discourage other developers from exploring their own distribution channels.

Under the DMA, Apple is required to permit third-party app stores on the iPhone, as it has been designated a “gatekeeper” under EU law. The DMA also introduces new rules that allow developers to reduce commissions on in-app purchases through the App Store, although the process involves a complex fee structure where developers still compensate Apple for using its technology.

Epic Games has long been at odds with Apple over the issue of in-app purchase commissions. Despite losing a court battle in the U.S. to prove that Apple held a monopoly, Epic’s persistent efforts have prompted regulatory scrutiny.

This included a temporary suspension of Epic’s developer account in the EU, which was later reinstated following regulatory intervention. Epic Games has since committed to launching Fortnite on iOS and iPad in the EU and bringing its Games Store to the market.

The approval of Epic’s marketplace app was confirmed via posts on X and through direct communication from Epic Games.