Epic Games’ Marketplace App Finally Approved by Apple After EU Regulatory Battles

After several initial rejections, Apple has finally greenlit Fortnite developer Epic Games’ third-party app marketplace for launch in the EU. This decision comes in the wake of the EU’s Digital Markets Act (DMA), which now permits such digital storefronts. Earlier this year, Epic announced its intentions to reintroduce both its digital marketplace and its flagship game, Fortnite, to iOS users in Europe. However, the journey was far from smooth.

On Friday, Epic Games took to X (formerly Twitter) to voice its frustrations, revealing that Apple had twice rejected its submission. The rejections were based on concerns that the Games Store resembled Apple’s App Store too closely. Epic responded by stating it would escalate the matter to European regulators for further examination.

Later that day, Apple conditionally approved the third-party marketplace app, provided that Epic Games made the necessary adjustments in a future update.

Epic’s posts on X detailed the reasons behind the initial rejections. Apple cited the positioning of the “Install” button, which was deemed too similar to its “Get” button, as well as the “in-app purchase” label, which closely mirrored Apple’s terminology.

Epic contended that such naming conventions are standard across various popular app stores on different platforms. The company described the rejection as “arbitrary, obstructive, and in violation of the DMA,” and communicated its concerns to the European Commission.

By the afternoon on Friday, Apple announced that it had approved the Epic Sweden AB Marketplace app but emphasized that Epic would still need to implement the required fixes. According to Section 2.3 (G) of Apple’s developer agreement, Epic Games had committed to ensuring its Games Store would not appear confusingly similar to the App Store. While Epic generally adhered to this guideline, the design and copy of the download button were exceptions.

Apple also confirmed that Epic Games’ Fortnite app had already received approval.

Epic’s situation highlights the stringent approach Apple is taking with the new regulations that allow third-party app stores on iOS for the first time. Excessive rejections could discourage other developers from exploring their own distribution channels.

Under the new DMA rules, Apple must permit third-party app stores on the iPhone, having been designated as a “gatekeeper” under EU law. Additionally, app developers can opt for new DMA rules that enable them to reduce commissions on in-app purchases on the App Store. However, the process remains complex, involving fees for utilizing Apple’s technology.

Epic Games has been in a prolonged battle with Apple, seeking a way to reach its iPhone customers without incurring commissions on in-app purchases. The company took its case to U.S. courts, where it mostly lost, failing to prove Apple was a monopolist. Despite this, Epic’s persistent complaints led to Apple temporarily suspending its developer account in the EU, until EU regulators intervened. Since then, Epic has pledged to bring Fortnite back to iOS and iPad in the EU and launch its Games Store.

Epic confirmed the approval of its marketplace app on X, marking a significant milestone in its ongoing struggle with Apple.