Epic Games Takes on Apple's iOS App Store Dominance with New Fortnite App

 "Epic Games Takes on Apple's iOS App Store Dominance with New Fortnite App"

Epic Games has launched a new app store for iOS in the European Union, introducing a major competitor to Apple’s App Store for the first time. The Epic Games Store, initially featuring Epic’s own games such as Fortnite, will begin allowing third-party developers to list their games starting in December.

This move comes as a significant outcome of recent EU regulations aimed at promoting competition in the tech industry. Epic’s app store will charge a maximum 12 percent commission on sales, significantly lower than the 30 percent fee charged by Apple’s App Store. Max von Thun, Europe Director at the Open Markets Institute, suggests that Epic’s app store could significantly impact Apple’s app store revenue.

Epic CEO Tim Sweeney described the launch as a step toward addressing issues in the mobile gaming industry, claiming that increased competition would benefit consumers by pushing Apple to offer better prices, features, and promotional deals. Epic’s entry into the market is facilitated by the EU’s Digital Markets Act (DMA), which requires tech giants to allow alternative app stores on their platforms.

Sweeney highlighted that the DMA’s enforcement in Europe could serve as a model for other regions. Apple has adjusted its business terms for European developers multiple times this year in an attempt to comply with the DMA and avoid hefty fines, which could reach up to 10 percent of its global revenue. Despite this, Apple has suggested that alternative app stores could pose security risks.

The launch of Epic’s app store represents a significant challenge to Apple’s dominance. Since its introduction 16 years ago, the App Store has become a major revenue driver for Apple, generating $1.1 trillion in sales in 2022. However, developers have increasingly criticized Apple’s high commission fees, privacy policies that impact ad revenue, and restrictive submission rules.

Epic has invested heavily in legal battles against Apple, including the 2020 ban of Fortnite from the App Store. Sweeney believes these efforts are worth the cost to ensure greater freedom for developers.

The Epic Games Store, which was initially launched for PC and Mac in 2018, is now available for iOS users in Europe via Epic.download. The installation process for iOS is complex, involving a 15-step procedure that Epic argues is intentionally difficult to discourage use of alternative app stores.

Sweeney criticized Apple for not creating a more open platform and for penalizing developers who list apps on both Apple’s and alternative app stores. According to Steve Allison, Vice President and General Manager of the Epic Games Store, this policy has led most top mobile game developers to avoid listing their apps on Epic’s platform.

Apple spokesperson Fred Sainz refuted claims that Apple’s policies disincentivize developers or that the installation process is excessively complicated. He emphasized that Apple has made efforts to comply with the DMA while maintaining user privacy and security.

In addition, Epic announced plans to collaborate with other EU app stores, including AltStore, which recently transitioned from an unofficial status to an official alternative app store in the EU. AltStore, which charges Apple €0.50 per download or update, has faced delays in app approvals, with some taking up to 65 days.

This development highlights the evolving landscape of mobile app distribution and the growing impact of regulatory changes in shaping competition and consumer choice.