Apple Ditches 30% Fee on External Links

It's a day ending in 'y', so you know what that means—another update in the ongoing Epic vs Apple saga that many thought had concluded long ago. However, the latest developments suggest that Apple, the maker of iPhones and the iOS operating system, may be compelled to eliminate the controversial 30% commission on links to alternative payment methods outside the App Store.

What does this mean for consumers? Essentially, Apple appears to be the clear loser in the original Epic vs Apple case, initiated when Epic Games' CEO, Tim Sweeney, allowed Fortnite players to make in-app purchases directly from Epic at a significant discount, bypassing Apple's payment system.

Previously, Apple had to remove fees and restrictions on outside linking within the European Union, but the rulings in the United States had been more favorable to them. Now, however, Apple is prohibited from doing the following: charging fees on purchases made outside of apps, restricting developers' placement or formatting of links, limiting the use of 'calls to action' such as banners that inform users of potential savings, excluding certain apps or developers, interfering with consumer choice using 'scare screens', and must now employ 'neutral messaging' to inform users they are navigating to a third-party site.

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

With the Epic Games Store for mobile gaining traction on Android and iOS in the EU, and on Android in the US, it may only be a matter of time before the importance of the iOS App Store diminishes.

Linking up