Introduction Of Epic Games
Two of the world’s most influential tech companies, Epic Games and Spotify, are taking a major step to challenge the norms of Apple’s App Store. On Friday, both companies submitted updated versions of their apps to Apple for review—submissions that previously would have been rejected under Apple’s long-standing App Store policies.
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This move marks a significant test of Apple’s newly revised rules, which were rolled out following a lengthy legal battle with Epic Games. These policy changes could usher in a new era of app distribution and monetization strategies for developers, both big and small.
For Epic Games, the submission could lead to Fortnite’s long-awaited return to the App Store. The wildly popular battle royale game was removed by Apple in 2020 after Epic intentionally broke App Store guidelines by adding a direct payment option in the app. This led to the termination of Epic’s developer account and sparked an antitrust lawsuit that captured global attention.
Though Apple won most parts of the lawsuit, the court did find that the company was stifling competition in how it managed in-app payments. As a result, the judge ordered Apple to allow developers to link users to alternative payment systems outside of Apple’s ecosystem—marking a pivotal shift in the App Store’s long-standing “walled garden” approach.
Spotify, too, is seizing this opportunity. The company submitted an updated app that includes new purchasing options for audiobooks. Under the proposed changes, users will be able to buy individual audiobooks directly within the app. In addition, Spotify plans to offer Premium subscribers the ability to purchase “top-up” hours when they exceed the 15 hours of free audiobook listening included in their monthly plan.
This push comes shortly after Apple approved an update to the Amazon Kindle app, which now features a “Buy Book” button—something Apple had previously blocked for years. That decision, along with Spotify’s recent approval to show pricing information for its subscription plans inside its U.S. streaming app, signals a clear loosening of Apple’s tight grip on app monetization.
The broader implications of these changes are enormous. For large companies like Epic and Spotify, the new rules offer more control over how they interact with customers and generate revenue. But the potential benefits for smaller developers could be even more transformative.
Under the old rules, Apple took a commission of up to 30% on in-app purchases, making it difficult for smaller developers to compete or experiment with alternative business models. Now, with more flexible payment options, indie developers and startups may find it easier to survive—and even thrive—in a more open app marketplace.
Still, the rollout of these new policies hasn’t come without tension. Apple has been accused of dragging its feet in complying with the court’s orders, and regulators in both the U.S. and Europe continue to scrutinize the company’s practices. In fact, Apple only finalized these policy updates after the court found it had failed to fully implement the changes as required.
Despite that, this moment represents a turning point. By submitting these bold new app updates, Epic Games and Spotify are not just testing Apple’s revised rules—they’re also setting the stage for what the future of mobile app commerce might look like.
If Apple approves these updates, it could open the floodgates for other developers to follow suit, potentially leading to a more competitive and diverse digital ecosystem. But if the submissions are rejected or heavily delayed, the legal and regulatory battles around Apple’s App Store dominance are far from over.
Either way, all eyes are now on Apple’s App Review.
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