The Epic Games Store app for EU iPhones has cleared Apple's notarisation process, bringing the alternative app store closer to selling apps directly to iOS users outside the official App Store. According to AppleInsider, while Apple has confirmed the app's approval, it has requested that Epic “fix the buttons” in a future submission to the company's app review process.
Temporary approval
However, Epic CEO Tim Sweeney says this approval is just “temporary.” He clarified Apple's request, stating that the company is “demanding we change the buttons in the next version” and vowed Epic would “fight this.” This conditional approval is the latest twist in the ongoing saga between Apple and Epic. Previously, Apple reinstated Epic Games Sweden's European developer license after EU regulators began investigating Apple's decision to pull it.
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… https://t.co/89uYZh5iQF
— Tim Sweeney (@TimSweeneyEpic) July 5, 2024
Submission and rejection
At the beginning of the month, Epic submitted the store and Fortnite to Apple's iOS notarisation process. Apple requires this process for apps that are available outside the App Store in the EU. However, Apple initially rejected the submission, citing concerns that the game store's “in-app purchases” label and “Install” button too closely resembled Apple's design and positioning for similar features. This isn't the first dispute between the two companies involving button design.
The ongoing conflict
The conflict between Apple and Epic is well-documented. It began when Epic introduced a direct payment system in Fortnite, bypassing Apple's 30% commission on in-app purchases. Apple responded by removing Fortnite from the App Store, prompting Epic to file a lawsuit against Apple. The legal battle has been ongoing, with both companies seeking to assert their positions on app store policies and competition.
Epic's effort to establish an alternative app store on iOS devices represents a significant challenge to Apple's control over app distribution on its platform. While the temporary approval of the Epic Games Store app is a step forward, the requirement to modify the buttons highlights the meticulous scrutiny that Apple applies to app submissions.
As the situation develops, it remains to be seen how Epic will respond to Apple's demands and what impact this will have on the broader app store ecosystem. The outcome of this conflict could have far-reaching implications for app developers and consumers, potentially reshaping the landscape of digital app distribution.
