Apple Abandons 30% Fee on External Links

It's a day ending in 'y', so you know what that means! Yes, another chapter unfolds in the ongoing Epic vs Apple saga that many thought had concluded long ago. Now, it appears that Apple, the maker of iOS and iPhones, may be compelled to eliminate its controversial 30% commission on links directing to alternative payment systems outside the App Store.

What does this mean for consumers like you and me? In essence, Apple is decisively the loser in the original Epic vs Apple lawsuit, which was initiated when Tim Sweeney began allowing Fortnite players to make in-app purchases directly from Epic Games at a significant discount.

Previously, Apple had to remove fees and limitations on external linking within the EU, but the rulings in the US had been relatively favorable to them.

Linking UpHowever, Apple is now 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 through 'scare screens', and must now use 'neutral messaging' to inform users they are navigating to a third-party site.

In short, while Epic may have lost some battles, it's essentially won the war. Apple intends to appeal the decision, but overturning these 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, it may only be a matter of time before the iOS App Store's dominance wanes.