Apple’s rejection of Epic Games’ submission to bring the Epic Games Store to the EU has raised concerns about the company’s strict enforcement of its developer guidelines. Epic Games had planned to launch its alternative app store and flagship game, Fortnite, on iOS in Europe, taking advantage of the EU’s Digital Markets Act (DMA). However, Apple rejected the submission twice, citing similarities between the Epic Games Store and its own App Store.
According to Epic Games, Apple objected to details such as the position of the “Install” button for games, which Apple claimed was too similar to its own “Get” button. The company also faced rejection for its “in-app purchase” label, which Apple deemed too reminiscent of its own label. Epic argued that it was following standard naming conventions used by other popular app stores on different platforms.
Epic Games referred to Apple’s rejection as “arbitrary, obstructive, and in violation of the DMA,” and expressed its concerns to the European Commission. This case highlights how Apple will enforce the new rules allowing third-party app stores on iOS. Excessive rejections could deter other developers from exploring alternative distribution channels.
In response, Apple stated that it is trying to assist Epic Games in getting its Games Store live. Apple mentioned that Epic Games had agreed not to make its Games Store confusingly similar to the App Store under Section 2.3 (G) of their developer agreement. While Epic Games generally complied with this guideline, Apple noted issues with the design and copy of the download button. However, Apple acknowledged that Epic Games’ Fortnite app had already been approved.
The DMA now requires Apple to allow third-party app stores on iPhones, as the company has been classified as a “gatekeeper” under EU law. App developers also have the option to switch to new DMA rules that enable them to reduce commissions on in-app purchases on the App Store. However, this process still involves fees under a complex structure in which developers pay Apple for the use of its technology.
Epic Games has been engaged in a long-standing battle with Apple to reach its customers on the iPhone without paying commissions on in-app purchases. Although Epic Games lost most of its case against Apple in the US courts, it continued to raise concerns, leading to Apple briefly terminating its developer account in the EU. EU regulators intervened, and since then, Epic Games has committed to launching Fortnite on iOS and iPad in the EU and introducing its Games Store to the market.
