Epic Games recently launched its own app store, allowing iPhone and iPad users to download popular games like Fortnite while bypassing the restrictions of Apple’s app store. The move, spurred by the long-running dispute between Epic Games and Apple, is a sign that the company wants to provide more direct access to its products and do away with the high fees associated with Apple’s platform.
The new Epic Games Store makes Fortnite and other titles available to users across Europe on both Android and iOS, taking advantage of the opportunities offered by the European Union’s new Digital Markets Act (DMA) regulations. Epic CEO Tim Sweeney expressed his satisfaction with this development, saying: “We are very excited to be on the verge of releasing our games on iOS and Android, enabled by Europe’s new DMA law.”
The DMA requires big tech companies to open up their platforms to encourage competition. Apple has had to adapt by allowing alternative methods of app distribution. Although Apple has cleared these new features to the EU, its broader strategy remains to protect its existing business model and revenue streams, which include its roughly 30% commission fees on app sales.
In addition to launching its app store, Epic Games is also looking to lure developers with more favorable revenue-sharing terms. This is part of the company’s broader strategy to challenge the dominance of Apple and Google, which control the main distribution channels for mobile applications.
The dispute between Epic and Apple originally arose from the company’s attempts to circumvent Apple’s payment system, which led to the game’s removal from the App Store in 2020. Despite setbacks, including significant legal costs, Epic stood firm. Sweeney called the costs “a small price to pay for the future freedom of our company.”
According to recent reports, Epic has spent around Rp 15 trillion (about $1 billion) due to this lengthy legal battle, including losses from Fortnite being unavailable on iOS for four years. Sweeney pointed out, “On top of that, there is the loss of revenue from Apple banning Fortnite from the iOS App Store,” highlighting the huge financial impact of their fight.
While Apple claims its fees are necessary to ensure user privacy, security, and app quality, critics, including Sweeney, claim these practices are monopolistic. With the launch of the Epic Games Store, a major video game publisher is daring to create its own app marketplace for iOS and Android devices for the first time, paving the way for change across the mobile gaming industry.
Epic Games has set ambitious goals to reach 100 million installs of its app store on iOS and Android by the end of the year. With the launch of its platform, Epic is poised to disrupt the traditional app distribution model that has been dominated by Apple and Google for years.
Users can now enjoy titles like Fall Guys, Rocket League Sideswipe, and others directly from the Epic Store. The return of Fortnite to iPhones and iPads not only marks a victory for Epic, but also represents the first significant disruption to Apple’s ecosystem under new regulatory pressure.
Apple’s reaction to these changes is telling. The company is facing increasing scrutiny from regulators not only in the EU but also in the US, where Apple’s business practices are accused of being anti-competitive.
These developments set the stage for future confrontations between big tech companies and regulators. Apps developed outside of traditional frameworks can redefine user engagement and distribution practices and provide consumers with more choice.
It remains to be seen how Apple’s strategy evolves after the DMA and whether Epic’s initiatives will trigger similar moves by other companies. Developers are hopeful but cautious as they must navigate the changing technology environment and its legal implications.
The success of Epic Games’ new store is not just about gaining freedom; it is also about representing the interests of all app developers who feel pressured by the tight grip of established players. Increased competition could well lead to innovative advances in the mobile gaming industry and change the way apps are distributed and monetized.
Despite the significant costs incurred by Epic through this ordeal, the launch of the store alone could change the dynamics of the mobile app market. With regulators now cracking down on monopolistic practices, the customer experience should improve significantly.
The new App Store is proof that empowering developers can lead to more choice and improved services for users. The future holds great opportunities as changes continue to transform the digital economy.
Currently, Epic Games is at the forefront of this movement and is celebrating its successes on the path set by the new regulations.
The broader impact of these changes on the global digital economy could introduce new standards and set important precedents for the future of technology giants.
