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For a long time, Apple’s App Store has been running unchecked. This allowed Apple to collect a lot of money from developers through commissions it gets from App Store purchases and in-app purchases. However, for the past few years, Apple has had to make many changes it didn’t like. Even when it complied, it did so at the bare minimum. Now, Epic Games CEO Tim Sweeney is calling out Apple and the latest move it pulled with the EU App Store.
Apple’s App Store changes in the EU
Apple already had to make certain changes to its App Store as part of the EU’s Digital Markets Act (DMA). For starters, Apple previously limited developers to include just one static URL in their apps. Even then, these URLs were limited in what they tracked or where they redirected to. For the most part, developers could only promote offers from their websites.
However, following EU-forced changes, those limitations were removed. Now, developers can promote their offers across more platforms, including other apps, external websites, and even third-party app stores. Developers are also allowed to include these promotions in their apps.
So, why is Sweeny so upset with these changes? This is thanks to Apple’s introduction of new fees.
Why Epic Games CEO is mad at Apple
Apple is introducing an “Initial Acquisition Fee” of 2% for new users alongside a split-tier system for Store Services. Depending on the level of features developers choose, they could end up paying between 5% and 13%. On Apple’s support page, developers who want to pay less can opt for Store Services Tier 1. This comes with fewer features, such as expedited app reviews.
Apple says that apps on the App Store are provided with Store Services Tier 2 by default. However, “Developers with apps on the App Store in the EU that communicate and promote offers for digital goods and services can choose to move their apps to only use Store Services Tier 1 and pay a reduced store services fee.”
According to Sweeney, “Apple blocks auto-updates to these apps, cripples search for them, and blocks customer support and family sharing, and otherwise ensures that using these apps will be an intentionally-miserable experience for users and a commercial failure for developers.”
Once again, it feels like Apple managed to comply with the DMA on paper but found a way to somehow make up for it. Are you surprised? We’re not.
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