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Apple's store police just rejected Epic's App Store submission

Epic's App Store is trapped in limbo as Apple's notorious policy police reject Epic's first stab at getting onto the newly 'open' post-DMA iOS
Apple's store police just rejected Epic's App Store submission
  • It seems that there are still plenty of hoops to jump through as Apple have rejected Epic's submission

UPDATE BELOW: Epic's application for notorisation for the Epic App Store on iOS has now been unrejected.

Just days ago we were delivering the good news that Epic's App Store for iOS had arrived at Apple and it finally appearing on the platform - ending years of legal wrangles and nit-picking to the detriment of both giants - would be a mere formality.

Now it seems that there are still plenty of hoops to jump through as Apple have rejected Epic's submission and - by the looks of it - Epic won't be rolling over and fixing the situation any time soon.

Taking to X (formerly Twitter) the official Epic Newsroom account writes:

"Apple has rejected our Epic Games Store notarization submission twice now, claiming the design and position of Epic’s “Install” button is too similar to Apple's "Get" button and that our "In-app purchases" label is too similar to the App Store's "In-App Purchases" label."

"We are using the same "Install" and "In-app purchases" naming conventions that are used across popular app stores on multiple platforms, and are following standard conventions for buttons in iOS apps. We're just trying to build a store that mobile users can easily understand, and the disclosure of in-app purchases is a regulatory best practice followed by all stores nowadays."

"Apple's rejection is arbitrary, obstructive, and in violation of the DMA, and we've shared our concerns with the European Commission. Barring further roadblocks from Apple, we remain ready to launch in the Epic Games Store and Fortnite on iOS in the EU in the next couple of months."

Where to now?

At present it's hard to come down on one side of the fence but two things seem certain. One, given their previous acrimony the idea that Apple would simply roll over and show Epic some love would be ridiculous. And two, the notion of Epic bending to Apple's will as it seeks to prove a petty point similarly seems unlikely.

The result? A deadlock that, for now at least, doesn't have a conclusion and a pointless scenario that will continue to deny both parties millions in revenue and gamers all over the world the entertainment that they expect and deserve.

Among a sea of comments perhaps one user sums up the situation best. 

We heartily agree.

UPDATE: Epic's entry has now been unrejected…