Fortnite maker Epic Games is at it again, clashing with Apple over the tech giant’s refusal to allow the Epic Games Store on iOS. Epic took to X (formerly Twitter) to voice their frustration after Apple rejected their latest proposal, arguing that the design of Epic’s app store was too similar to its own.
Earlier this week, Epic attempted to submit an iOS version of the Epic Games Store, which would enable iPhone and iPad users to download games without using Apple’s App Store. However, Apple rejected the submission, citing similarities in the design and functionality of Epic’s “Install” button and “In-app purchases” label to those used in the App Store.
Epic’s spokesperson, Elka Looks, mentioned that Apple has rejected their submission twice in the past week. The rejection, according to Epic, is “arbitrary, obstructive, and in violation of the Digital Markets Act (DMA).” Epic has raised these concerns with the European Commission.
This clash is part of a broader struggle over who controls the apps available to millions of users. The Digital Markets Act (DMA), a new set of EU rules, compels Apple to allow alternatives to its App Store on European iPhones and iPads. This regulation is designed to foster competition and reduce monopolistic control.
Epic argues that their naming conventions and design choices are standard across many popular app stores. They claim they are simply trying to create a store that is easy for mobile users to understand. Despite Apple’s rejections, Epic remains determined to launch their store on iOS in the EU, planning to continue seeking approval.
“We’re just trying to build a store that mobile users can easily understand,” Epic said, defending their use of common app store terms and button styles.
Apple, on the other hand, maintains that it is doing all it can to assist Epic in launching their store. The company pointed out that in their Developer Agreement, Epic agreed not to make their store look similar to the App Store. Apple also noted that the Fortnite app has been approved, indicating their willingness to cooperate within the agreed terms.
This isn’t the first time Epic and Apple have butted heads. Back in 2020, Epic sued Apple in California, claiming that Apple’s control over the iOS market was unreasonable and unlawful. Although Apple emerged mostly victorious in the US case, the battle continues in Europe, where Epic has joined a vocal community of developers criticizing Apple’s power over app distribution and the commissions it charges.
“Apple holds app providers ransom like the Mafia,” said Matthias Pfau, CEO and co-founder of Tuta, an encrypted email provider, reflecting the sentiments of many developers.
The outcome of this clash could set a significant precedent. If Epic manages to launch its store on iOS, it would provide a real-world test of the DMA’s effectiveness in promoting competition and lowering prices for consumers. European lawmakers, like Andreas Schwab, are eagerly watching this case, hoping it will prove the DMA’s potential to stimulate competition.
In conclusion, the Epic vs. Apple saga is far from over. With Epic continuing to push for approval and Apple standing firm on its policies, this battle over app store control will likely continue to unfold in the coming months. The stakes are high, not just for Epic and Apple, but for the broader app development community and consumers as well.