Epic v. Apple Litigation: Minor but User-Friendly Changes Usher in a New Era for App Developers
The ongoing Epic v. Apple litigation has been making waves in the tech world, with a recent federal judge ruling that Apple was in “willful violation” of a court injunction. As a result, Apple has made some minor but significant changes to its App Review Guidelines, allowing developers to do things they hadn’t been allowed to do before. In this post, we’ll dive into the details of these changes and what they mean for app developers and users alike.
The Changes: What’s New and What’s Not
The changes to Apple’s App Review Guidelines are relatively minor, but they have significant implications for developers. Specifically, Apple has:
- Allowed apps to include buttons, external links, or other calls to action to browse NFT collections owned by others
- Removed the prohibition on encouraging users to use a purchasing method other than in-app purchase on the US storefront
- Removed the requirement for the External Link Account entitlement for apps to include buttons, external links, or other calls to action
These changes may seem small, but they have the potential to create a new baseline expectation for users. For example, Amazon’s Kindle app has already updated to include a “Get Book” button that redirects users to Amazon.com to make purchases. This is a significant change from the previous experience, where users had to navigate to Amazon’s store outside of the app to make purchases.
What Does This Mean for Developers?
For developers, these changes create new opportunities to connect with users and provide a better experience. By allowing apps to redirect users to external purchasing mechanisms, developers can avoid giving Apple a cut of their revenue. This is particularly significant for developers who have been critical of Apple’s App Store commissions.
However, it’s worth noting that these changes may be temporary. Apple is appealing the court’s ruling, and if they succeed, they may be able to roll back these changes and once again require developers to use Apple’s in-app payments or force users to buy goods and services externally.
What Does This Mean for Users?
For users, these changes create a new expectation for app behavior. Users may begin to expect that apps will provide a seamless experience, allowing them to make purchases directly within the app or easily redirecting them to an external purchasing mechanism. This could lead to a shift in user behavior, with users becoming more accustomed to the new experience.
However, if Apple wins the appeal, users may be disappointed to find that the experience reverts back to the way it was before. This could lead to a fresh wave of user complaints and negative coverage, as users feel that Apple is taking away a feature they have grown accustomed to.
Conclusion
The Epic v. Apple litigation has ushered in a new era for app developers, with minor but significant changes to Apple’s App Review Guidelines. While these changes may be temporary, they have the potential to create a new baseline expectation for users. For developers, these changes create new opportunities to connect with users and provide a better experience. For users, these changes create a new expectation for app behavior. As the litigation continues, it will be interesting to see how these changes evolve and what the future holds for app developers and users alike.