Apple says it asked Epic to fix the buttons in a future version of the Epic Games Store submitted for review; Epic CEO Tim Sweeney says Epic will “fight this”

Mere hours after reports circulated that Apple had declined to approve the Epic Games Store for iOS in the EU …

AppleInsider 2024-07-08 Malcolm Owen

Context & Ripple Effects

Epic's EU iOS storefront effort had already been disrupted when Apple removed its developer account, a move Epic said hindered its plans for an alternative store after Apple removed Epic's iOS developer account.

The latest review dispute follows Epic's appeal to the European Commission over alleged impediments to establishing its European iPhone game store and sits alongside reports that Apple ultimately approved the store after objecting to its buttons and labels in the approval dispute.

First-order effects

Epic must decide whether to alter the challenged interface in a later submission or contest Apple's request; Sweeney has signaled the latter path.
Apple retains review leverage over Epic's store updates even as the store gains approval for EU iPhones and iPads.

Second-order effects

Each contested update can turn routine product review into a compliance and escalation issue for Epic, slowing iteration of its storefront experience.
The European Commission has a more concrete record to assess: not just access to iOS distribution, but how Apple's review process shapes an alternative store's presentation.

Third-order effects

If disputes over labels and interface conventions persist, alternative iOS stores may be formally permitted yet operate under continuing platform-governance constraints.
The case tests whether EU app-distribution opening produces durable competitive autonomy or a narrower model in which Apple still defines key operational boundaries.

The trend: This is part of the shift from a single iOS storefront toward regulated alternative distribution, with enforcement increasingly focused on the practical terms of access rather than permission alone.

Discussion

@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?
@lapcatsoftware@mastodon.social Jeff Johnson on mastodon
Let's not pretend that Apple has an issue with dark patterns. The crApp Store is chock full of dark patterns, and Apple approves it, indeed loves it. — Apple's ONLY problem with Epic Games was that Epic wanted to cut out Apple from a percentage of that dark pattern revenue. —…
@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
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.
@epicnewsroom @epicnewsroom on x
Apple has told some press channels that, though they have approved our current EGS iOS App for notarization, they are still demanding Epic change the user interface in a future version. Epic is disputing this.
@mysk_co @mysk_co on x
@TimSweeneyEpic Notarization is about malware and fraud, not button shapes. This is App Review! [image]
@firt Maximiliano Firtman on x
The story of Epic vs Apple is surrealist and it never ends.
@florian4gamers Florian Mueller on x
#FreeFortnite now means #FreeButtonDesign as well. And this may not be the last disagreement between Apple and Epic over the EU DMA.
@coded3v @coded3v on x
@EpicNewsroom You would rather be petty over a button instead of getting your game out as fast as possible to recoup the billions of $ you've missed out on because you didn't want to pay the tax?
@tique70 @tique70 on x
@EpicNewsroom Bruh for a install button
@maxvonthun Max von Thun on x
Great news for Epic, but the risk here is that the DMA is only properly enforced vis-à-vis large players with the resources and profile to kick up a fuss, and not for the countless SMEs and startups that also have lots to gain. The @EU_Commission needs to be much more proactive.
@alzxk11 Alex on x
@TimSweeneyEpic Yeah, they should just use the same notarization system as macOS where everything is automatic and the only thing it scans for is malware/viruses
@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.
@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...
r/sideloaded r on reddit
Approved Epic Store, will we be able to sideload it?
r/apple r on reddit
Epic says its EU iOS app store is approved but that Apple wants a change | The company has reportedly asked Epic to redesign the app's buttons.

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