After multiple rejections, Apple has given the go-ahead for Fortnite creator Epic Games to launch its third-party app marketplace in the EU. Now, in compliance with the EU’s Digital Markets Act (DMA), Epic announced earlier this year that it plans to relaunch both its digital storefront and its flagship game Fortnite on iOS in Europe. But on Friday, Epic Games complained to X (formerly Twitter) that Apple had twice rejected its submission over concerns that the Games Store was too similar to Apple’s App Store. Epic then said it would refer the matter to European regulators for review.
On the same day, Apple approved the third-party marketplace app, stipulating that Epic Games implement necessary fixes in subsequent updates.
According to a post on X, Epic Games said Apple initially rejected its submission because of details like the position of the game’s “Install” button, which Apple said was too similar to its own “Get” button. It also said the “In-App Purchase” label was rejected because it was too similar to Apple’s label.
Epic has argued that it is using the same naming conventions that are standard across popular app stores on other platforms.
The company also called the rejection “arbitrary, disruptive and DMA-violating” and said it had shared its concerns with the European Commission.
On Friday afternoon, Apple approved the Epic Sweden AB Marketplace app, but added that the game maker still had to make the changes Apple required. Under section 2.3(G) of the Apple Developer Agreement, Epic Games agreed not to make the Games Store confusingly similar to the App Store, the iPhone maker said. Apple noted that Epic generally followed these guidelines, except for the design and copy of the download button.
Apple also said that Epic Games' Fortnite app has already been approved.
Epic’s case is a prime example of how strict Apple will be with its new rules for allowing third-party app stores on iOS for the first time. Excessive rejection could discourage other developers from trying their own distribution channels.
Under the new DMA rules, Apple will have to allow third-party app stores on iPhones, as the tech giant is considered a “gatekeeper” under EU law. App developers can also opt into the new DMA rules, which will reduce the App Store’s fees for in-app purchases, but the process will still involve fees under a complex new structure where developers pay Apple for the use of their technology.
Epic has been fighting Apple for years over how to reach iPhone customers without paying a fee for in-app purchases. The company sued in US courts, ultimately losing on most counts and failing to prove that Apple was a monopoly. However, Epic’s continued complaints led Apple to briefly terminate the game maker’s developer account in the EU before EU regulators stepped in again. Since then, Epic Games has vowed to release Fortnite on iOS and iPad in the EU and bring the Games Store to market.
Epic confirmed to TechCrunch in an email that the marketplace app was approved by X.
Update, July 5, 2024, 5:28 p.m. ET This post has been updated from its original version to reflect the latest developments surrounding Apple’s approval of Epic Games’ Marketplace app in the EU.
