Apple has approved the Epic Games Store app for iOS and the App Store in the EU. But the battle apparently continues, with Apple couching the move as “temporary,” and Epic founder and CEO Tim Sweeney vowing to fight any reversals. Sweeney says Apple is “demanding we change the buttons in the next version — which would make our store less standard and harder to use. We’ll fight this.” Even a temporary toehold moves Sweeney — whose Maryland-based Epic Games is home to the popular “Fortnite” — closer to its goal of an alt game store on the insular Apple platform at home and abroad.
After two rejections, “the Epic Game Store for iOS in the European Union has passed Apple’s notarization process,” writes Ars Technica, noting that Apple’s previously announced EU plans for third-party app stores made efforts to comply with the new Digital Markets Act.
“Apple’s new policies allow for alternative app marketplaces but with some big caveats regarding the deal that app developers agree to,” Ars Technica explains, citing an earlier report. “The change followed years of contentious PR campaigns and court battles around the world between Epic and Apple, with Sweeney proclaiming that Apple’s app approval processes are anti-competitive and that its 30 percent cut of app revenues is unfair.”
Apple’s two earlier rejections of the Epic Games Store app are said to have centered on the look of the buttons and accompanying language, issues Apple continues to press on, reportedly telling Epic that some buttons — specifically for “Install” and “in-app purchases” — were so similar to Apple’s own design and verbiage as to cause customer confusion, violating its developer guidelines.
Epic said it “followed Apple’s suggested design conventions for the buttons” and that the language matched what Epic had been using “for a long time” in its own online store, according to Ars Technica.
“Early on Friday, Epic Games complained that its submission of the Epic Games Store for iOS to Apple was rejected twice,” Apple Insider reports, noting “the complaints were accompanied by claims Apple’s rejection was ‘arbitrary, obstructive, and in violation’ of the EU’s Digital Markets Act” and adding that “later the same day, Apple had a change of heart about the situation, and instead has approved the Epic Games Store.”
Sweeney posted on X that “Apple’s DMA saga has taken a turn towards the absurd” with it “now telling reporters that this approval is temporary.”
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