After facing multiple rejections, Apple has granted approval for Epic Games’ third-party app marketplace to launch in the EU. This development comes under the EU’s Digital Markets Act (DMA), which allows third-party app stores on iOS. Earlier this year, Epic announced plans to bring its digital storefront and flagship game, Fortnite, back to iOS in Europe. However, Epic revealed on X (formerly Twitter) that Apple initially rejected its submission twice, citing similarities between the Epic Games Store and Apple’s App Store. Frustrated, Epic threatened to escalate the matter to European regulators.
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Later the same day, Apple approved the marketplace app, contingent on Epic addressing the required design changes in a future update.
According to Epic’s posts, Apple objected to details like the placement of Epic’s “Install” button, claiming it resembled Apple’s “Get” button, and to its “in-app purchase” label, which Apple said mimicked its own. Epic countered that its naming conventions align with those used by major app stores on other platforms. The company criticized Apple’s actions as “arbitrary, obstructive, and in violation of the DMA” and raised its concerns with the European Commission.
By Friday afternoon, Apple confirmed approval of the Epic Sweden AB Marketplace app but maintained that Epic must address outstanding design issues. Apple referenced Section 2.3 (G) of its developer agreement, which prohibits apps from looking confusingly similar to the App Store. While acknowledging that Epic had largely complied, Apple noted exceptions in the design of Epic’s download button. Separately, Apple confirmed the approval of the Fortnite app.
This case highlights the strict standards Apple is applying under the new rules permitting third-party app stores on iOS. Excessive rejections could deter other developers from pursuing their own distribution platforms.
Under the DMA, Apple must allow third-party app stores on iPhones as it has been designated a “gatekeeper” under EU law. Developers can also adopt rules to reduce commissions on in-app purchases, although the revised structure still involves fees for using Apple’s technology.
Epic Games has long contested Apple’s policies, aiming to connect with iPhone users without paying high in-app purchase commissions. Despite losing its U.S. legal battle on most fronts, Epic’s complaints prompted EU regulators to intervene after Apple briefly terminated Epic’s developer account. Epic has since committed to reintroducing Fortnite and launching its Games Store on iOS in the EU.
Epic confirmed the marketplace app’s approval via X and in an email to TechCrunch. However, the company stated it disputes Apple’s requested design changes.