Apple Finally Gives Green Light to Launch Epic Games Store on iOS Devices in EU Region

Apple recently withheld approval of the Epic Games Marketplace on iOS devices in the EU region. However, the iPhone maker has now given the green light to the Fortnite maker to pursue its ambitions to launch the game store on iPhones and iPads across Europe. Before receiving the green light, Epic Games reported that Apple had twice rejected the documentation provided by the video game publisher, citing that some of the buttons and labels resembled those on the App Store.

Epic Games vs. Apple

Epic Games reached out to X (formerly Twitter) with the following information: “Apple twice rejected our Epic Games Store credential application, claiming that the design and positioning of Epic’s “Install” button was too similar to Apple’s “Download” button, and that our “In-App Purchases” label was too similar to the App Store’s “In-App Purchases” label.”

READ ALSO | Weekly Tech Review: CMF 1 Phone Price Creates Rumor Mill Buzz, Google Pixel 9 Leaks Surface, More

In the same thread, the video game publisher added, “We use the same ‘Install’ and ‘In-App Purchases’ naming conventions that are used in popular app stores across multiple platforms, and we follow standard iOS app button conventions. We’re simply trying to build a store that mobile users can easily understand, and disclosing in-app purchases is a regulatory best practice across all stores right now.”

It concluded: “Apple’s rejection is arbitrary, obstructive and violates the DMA, and we have shared our concerns with the European Commission. Unless Apple puts up further obstacles, we remain ready to launch on the Epic Games Store and Fortnite on iOS in the EU within the next few months.”

Following these tweets, Apple announced that it had approved the Epic Games app marketplace.

Earlier this year, Apple updated its App Store standards to align with specific DMA rules that came into effect in March. The rules aim to make it easier for users in Europe to switch between competing services.