Apple Approves Epic Games’ Marketplace App After Initial Rejections – Mobilesspecs

Breaking news in the context of the gaming industry and virtual marketplace shifts and changes, Apple has okay’s Epic Games’ third-party app store in the EU. It is the fourth rejection and approved under the pressure from the EU Digital Markets Act (DMA), which requires Apple to allow third-party app stores.

Epic Games’ Struggle With Apple

Epic Games

Epic Games that developed Fortnite and has its own digital store stated its plans to return both Fortnite and the store to iOS in Europe following the new DMA rules. Apple rejected Epic’s marketplace app a number of times regarding the aesthetic and mechanics.

Initial Rejections And Complaints

Apple has claimed that Epic Games has submitted its app twice, and both times the proposal was rejected due to the fact that Epic Games Store looks quite similar to the Apple App Store. Specific issues cited included:

The position of the “Install” button, which Apple claimed was too similar to its “Get” button.

The “in-app purchase” label, which Apple argued was confusingly similar to its own.

Epic publicly criticized these rejections, labeling them as “arbitrary, obstructive, and in violation of the DMA.” The company expressed its frustration on social media platform X (formerly Twitter) and reported the matter to the European Commission.

Apple’s Conditional Approval

Epic Games

On the same day of the public complaints, Apple granted approval for the Epic Sweden AB Marketplace app. However, Apple stipulated that Epic Games must make necessary adjustments in a future update. Apple’s approval was conditional upon compliance with Section 2.3 (G) of Apple’s developer agreement, which prevents apps from appearing confusingly similar to the App Store.

Apple acknowledged that Epic had largely adhered to this guideline but required changes in the design and labeling of the download button. Despite these conditions, Apple had already approved Fortnite’s app

Broader Implications For The Market

Epic’s experience highlights the challenges and potential roadblocks developers might face when launching third-party app stores on iOS. Apple’s stringent review process and detailed design requirements could deter other developers from pursuing similar initiatives. The situation underscores the delicate balance between regulatory compliance and maintaining distinct platform identities.

Epic’s Long-Standing Battle

Epic Games sued Apple mainly regarding the app store and commissions on in-app purchases. That legal battle in the U. S. was partially successful, but it was unable to place Apple in the category of monopolists. Though, Epic didn’t give up and has managed to get some hard-hitting regulatory actions against Apple in the EU, which has stopped Apple from entirely removing Epic’s developer account and provided for these recent approvals. 


Notably, Apple has recently given green light to Epic Games’ third-party app marketplace as it is to be launched within the European Union after Apple bluntly rejected Epic Games’ similar proposal more than once alongside inspiring Epic to openly criticize Apple. The approval is not unconditional: Apple demands design and labeling adjustments from Epic, so that the latter does not represent a severe confusion with the App Store. This development depicts the plight of trying to open third party application stores on iOS and the curtain of balancing the legal aspects and uniqueness of the platform.

Apple’s initial rejection and conditional approval of your app can be seen as a manifestation of their control over the platform. Their strict guidelines and review process allow them to tightly control the content and user experience on the App Store. Due to Epic Games and the European Union Digital Markets Act, Apple has had to open its plat form and let more developers in and I want this to beget greater opportunites for developers and users. To my understanding, Epic Games’ experience may influence other developers’ decisions regarding the provision of the third-party app stores on iOS. What do you believe is the EU’s Digital Markets Act and how it will impact digital markets or particularly impact Companies like Apple? Let’s continue the discussion!

Read Also: Epic Games Faces Rejection from Apple Due to App Store Policies – Mobilesspecs

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