After several rejections, Apple has allowed Fortnite creator Epic Games’ third-party app marketplace to launch in the EU. As now permitted by the EU’s Digital Markets Act (DMA), Epic announcement Earlier this year, Epic Games had planned to bring the digital store and its flagship game, Fortnite, back to iOS in Europe. However, on Friday, Epic Games took to X (formerly Twitter) to complain that Apple had twice rejected its request over concerns that its game store looked too similar to Apple’s App Store. Epic Games later said it would take the matter to European regulators for review.
Later in the day, Apple approved the third-party marketplace app on the condition that Epic Games makes the necessary fixes in a subsequent update.
According to messages on XEpic Games initially said Apple rejected its request because of details like the position of its “Install” button for games, which Apple said is too similar to its own “Get” button. The company also said the rejection was prompted by the fact that its “In-App Purchase” label looked too similar to Apple’s.
Epic argued that it was using the same naming conventions as are standard in popular app stores on other platforms.
The company also called the rejection “arbitrary, obstructive and in violation of the DMA” and said it had raised its concerns with the European Commission.
On Friday afternoon, Apple announced that it had approved the Epic Sweden AB Marketplace app, but added that the game maker still had to make the fixes Apple requested. Under Section 2.3(G) of Apple’s developer agreement, Epic Games had agreed not to make its Games Store look confusingly similar to the App Store, the iPhone maker said. Apple noted that Epic had generally followed that guideline, with the exception of the design and copy of the download button.
Apple also said that Epic Games’ Fortnite app has already been approved.
Epic’s case is a prime example of how strict Apple will be with new rules that allow third-party app stores on iOS for the first time. Excessive rejections could also deter other developers interested in testing their own distribution channels.
Under the new DMA rules, Apple is required to allow third-party app stores on the iPhone, as the tech giant has been deemed a “gatekeeper” under EU law. App developers can also switch to a set of new DMA rules that allow them to reduce commissions on in-app purchases on the App Store, though the process will still involve fees under a new complicated structure which encourages developers to pay Apple for using its technology.
Epic has been battling Apple for years to find a way to reach its customers on the iPhone without having to pay commissions on in-app purchases. The company took the case to the US courts, where it ultimately lost on most fronts, failing to prove that Apple was a monopoly. continued Complaints saw Apple briefly to end Game maker’s developer account in EU, before EU regulators intervened again. Since then, Epic Games has promised to release Fortnite on iOS and iPad in the EU and put its game store on the market.
Epic confirmed approval of its marketplace app on X and in an email with TechCrunch.
Updated, 05/07/24, 5:28 PM ET This article has been updated from its original version with the latest development involving Apple’s approval of Epic Games’ marketplace app in the EU.
