Apple approves the Epic Games Store on iPhones and iPads in the EU, after Epic said it was blocked due to buttons and labels being similar to the App Store's

Apple (AAPL.O) said on Friday it has approved Epic Games' games marketplace app on iPhones and iPads in Europe, after the “Fortnite” …

Reuters 2024-07-06

Context & Ripple Effects

Epic had announced plans to bring its storefront and Fortnite to EU iPhones earlier in the year, then said Apple was impeding that effort over the store's presentation. This approval resolves that immediate access dispute, while leaving the parties' disagreement over review requirements intact.

The decision is a key step between Epic's planned EU iPhone storefront and its later EU iOS store launch with Fortnite. It matters because the contest is no longer only about whether an alternative store can exist, but also about how much control Apple retains over its design and review.

First-order effects

Epic can distribute its marketplace app to iPhone and iPad users in Europe, giving its games a direct storefront outside Apple's App Store.
Apple avoids an unresolved challenge over the rejection after Epic had raised its concerns with the European Commission, but continues to enforce app-review requirements on the marketplace.

Second-order effects

Other prospective alternative-store operators gain a concrete signal that EU iOS distribution is workable, though review decisions and interface requirements remain practical constraints.
Epic's ability to offer Fortnite and eventually onboard third-party games creates a new distribution option for EU developers, increasing pressure on App Store exclusivity and economics.

Third-order effects

If alternative marketplaces gain users and third-party catalogues, iOS distribution in Europe could shift from a single-store model toward regulated competition among access layers.
The episode suggests gatekeeper oversight will increasingly turn on implementation details—such as review standards and store presentation—not simply on whether platform access is formally available.

The trend: EU platform rules are pushing mobile ecosystems from exclusive, owner-operated storefronts toward contested and regulated distribution channels.

Discussion

@samthegeek Sam Gross on threads
One thing that Apple and other big tech companies are going to have to get used to is not being able to enforce their trademarks using other parts of their business. The ‘correct’ way they'll have to do this is to notarize the app and then sue Epic for trade dress infringement. …
@carnage4life Dare Obasanjo on threads
Apple's rejected Epic's 3rd party app store twice due to design issues including the design of the [Install] button in their store. Epic argues this is a delaying tactic and a form of non-compliance with the DMA. I think Apple's decided fines are cheaper than losing its 30% cut…
@ballmatthew Matthew Ball on threads
Goes up to 20% for repeat offenses! And I believe EU can do it repeatedly
@eric_seufert Eric Benjamin Seufert on threads
I think a good indication of Apple's intention to comply with the DMA is that it has rejected Epic's alternative app marketplace submissions over similarities in button sizes and colors.
@khaost@mastodon.tz.is Khaos Tian on mastodon
@stroughtonsmith https://x.com/... i really don't understand what is Apple thinking these days. Besides producing extra evidence showing non-compliance, there is really no point?
@stroughtonsmith … Steve Troughton-Smith on mastodon
“Apple is now telling reporters that this approval is temporary and are demanding we change the buttons in the next version - which would make our store less standard and harder to use.” — Maybe Apple's leadership is just genuinely stupid? …
@lapcatsoftware@mastodon.social Jeff Johnson on mastodon
“Apple has since told AppleInsider on Friday that it has approved Epic's marketplace app. It has also asked Epic to fix the buttons in a future submission of the app for review.” — Fucking ridiculous. https://mastodon.social/...
@lapcatsoftware@mastodon.social Jeff Johnson on mastodon
3rd party developer freedom is the same as consumer freedom. Just like 3rd party repair shop freedom is the same as consumer freedom. — Most consumers don't have the expertise to write their own software, repair their own devices, defend themselves in court, or treat their own…
@prismamidi@mastodon.social Ernesto Monasterio on mastodon
@stroughtonsmith @9to5Mac It's amazing, at this point I would be in favor of a third party handling the notarization process. — While I might not agree with everything the EU is asking from Apple, the fact that they're using notarization as a de facto review process burns all t…
@lapcatsoftware@mastodon.social Jeff Johnson on mastodon
“Apple has twice rejected documents it submitted to launch the Epic Games Store because the design of certain buttons and labels was similar to those used by its App Store, the video-game publisher said.” Apple is just begging to be fined billions of dollars. Funny how Apple wi…
@stroughtonsmith … Steve Troughton-Smith on mastodon
“Apple has twice rejected documents it submitted to launch the Epic Games Store because the design of certain buttons and labels was similar to those used by its App Store, the video-game publisher said.” — It'll be fun to watch Epic steamroll its way through the illegal ways A…
@epicnewsroom @epicnewsroom on x
1/3 Apple has rejected our Epic Games Store notarization submission twice now, claiming the design and position of Epic's “Install” button is too similar to Apple's “Get” button and that our “In-app purchases” label is too similar to the App Store's “In-App Purchases” label.
@epicnewsroom @epicnewsroom on x
Update: Apple has informed us that our previously rejected Epic Games Store notarization submission has now been accepted.
@epicnewsroom @epicnewsroom on x
3/3 Apple's rejection is arbitrary, obstructive, and in violation of the DMA, and we've shared our concerns with the European Commission. Barring further roadblocks from Apple, we remain ready to launch in the Epic Games Store and Fortnite on iOS in the EU in the next couple of …
@timsweeneyepic Tim Sweeney on x
The Epic Games Store app for iOS has now been un-rejected by Apple and development is back on track. Now about those 9 to 16 day TestFlight app approval delays...
@timsweeneyepic Tim Sweeney on x
Apple's DMA saga has taken a turn towards the absurd. Apple is now telling reporters that this approval is temporary and are demanding we change the buttons in the next version - which would make our store less standard and harder to use. We'll fight this.
@timsweeneyepic Tim Sweeney on x
Epic had supported notarization during Epic v Apple on the basis that Mac's mandatory malware scanning could add value to iOS. Now it's disheartening to see Apple twist its once-honest notarization process into another vector to manipulate and thwart competition.
@epicnewsroom @epicnewsroom on x
2/3 We are using the same “Install” and “In-app purchases” naming conventions that are used across popular app stores on multiple platforms, and are following standard conventions for buttons in iOS apps. We're just trying to build a store that mobile users can easily understand,
@dankaplan Daniel Kaplan on x
This Apple/Epic beef is tragic (for Apple). Why? 1. AAA games are (finally!!) strategic to Apple's roadmaps for Silicon and Vision 2. Apple has the potential to become a legit contender in AAA gaming with Sony and Microsoft. The beef complicates both.
@eric_seufert Eric Seufert on x
I think a good indication of Apple's intention to comply with the DMA is that it has rejected Epic's alternative app marketplace submissions over similarities in button sizes and colors.
r/Games r on reddit
Epic Games: Update, Apple has informed us that our previously rejected Epic Games Store notarization submission has now been accepted.
r/technews r on reddit
Epic Games calls out Apple for rejecting its Games Store in the EU
r/Games r on reddit
According to Epic Games, Apple has rejected Epic Games Store notarization submission twice, claiming the design and position of Epic's “Install” button is too similar
r/apple r on reddit
Epic Games says Apple stalling launch of its game store in Europe

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