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On July 5, 2024, Apple accepted Epic Games’ submission to notarize its alternative marketplace for iPhones in the European Union, after Epic said Apple had rejected it twice. The approval was not admission to Apple’s App Store: it opened a route to distribute the Epic Games Store under the EU’s regulated alternative-marketplace system. Fortnite and the store launched on iPhones in the EU on August 16, 2024, but Apple’s review controls and geographic limits remained.
What Apple approved—and what it did not
Apple accepted Epic Games’ marketplace app for notarization, a step required for distribution through Apple’s EU alternative-app-marketplace framework. It did not place the Epic Games Store in Apple’s App Store, endorse Epic’s business model, or authorize worldwide iPhone distribution. Apple’s EU system still requires authorization and security review. Marketplace operators also have ongoing responsibilities involving moderation, fraud prevention, and user protections. Apple’s developer guidance describes the framework and its requirements.
Apple said the submission could proceed while Epic made requested corrections in a later update, according to contemporaneous reporting. The approval therefore marked a meaningful distribution milestone, not the end of Apple’s review or of the companies’ dispute.
Why Apple and Epic were arguing
Epic said Apple rejected its marketplace submission twice. The companies disputed the look and placement of Epic’s “Install” button and the use of the phrase “in-app purchases,” which Apple considered too similar to elements of its own App Store interface. Epic publicly challenged the rejections and said it had referred the matter to the European Commission. Apple said corrections were still needed; Epic characterized the objections as obstruction of a competitor. Those are the parties’ respective positions, not a final regulatory finding about this specific submission.
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The episode followed years of conflict over Apple’s App Store distribution and payment rules. In March 2024, Apple terminated Epic Games Sweden AB’s developer account after Epic criticized Apple. Apple reinstated it following scrutiny and intervention by the European Commission. Epic’s account of the termination and reinstatement reflects its perspective; the Associated Press reported on the reversal. Epic wanted to bring Fortnite back to iOS in Europe and operate a competing marketplace, while Apple said its rules and review process protect users.
Why the EU’s Digital Markets Act mattered
The EU designated Apple as a digital “gatekeeper” under the Digital Markets Act (DMA), requiring changes to how iOS apps could be distributed in the bloc. Apple’s EU framework permits authorized alternative marketplaces and certain forms of web distribution, alongside specified alternative payment arrangements. It is regulated distribution, not unrestricted sideloading: Apple retains authorization and notarization mechanisms.
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On June 24, 2024, the European Commission announced preliminary findings that Apple’s App Store rules appeared to prevent developers from freely steering users to alternative offers. It also opened a separate non-compliance procedure concerning Apple’s new contractual requirements, including the Core Technology Fee. These proceedings concerned Apple’s broader compliance with the DMA; they do not establish that the Commission ruled the Epic-specific rejection illegal. The Commission’s announcement described the findings as preliminary.
When the store and Fortnite became available
The marketplace was approved on July 5, but users could not download it that day. Epic launched the Epic Games Store on mobile on August 16, 2024. Its initial iOS catalog included Fortnite, Fall Guys, and Rocket League Sideswipe. Epic also announced that its games would be distributed through AltStore PAL in the EU. Android availability was worldwide at launch, unlike the iOS launch, which Epic described as EU-only. Epic’s launch announcement sets out the date, games, and initial geographic scope.
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How installation works, depending on iOS or iPadOS version
The Epic Games Store is not downloaded from Apple’s App Store. Epic’s installation instructions give different steps for different system versions, and the route also depends on whether the device and country are supported.
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iOS or iPadOS 26.2 and later
- Visit Epic’s website on the device and follow the installation prompt.
- When Settings opens, select Allow Apps from Epic Games Inc., then tap Allow.
- Double-press the side button to confirm installation.
iOS or iPadOS 18.6 and later
- Visit Epic’s website and select Install in the top-right corner.
- Tap Confirm.
Older supported versions
Epic lists iOS 17.6 or later in the EU, iOS 26.2 or later in Japan, and iPadOS 18 or later among its minimum requirements. For the older-version flow, open Settings and allow the marketplace when prompted, return to the browser, select Install, choose Install App Marketplace, and confirm. Because the listed requirements and steps vary by territory and system version, use Epic’s current instructions for the device in question.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the change means for users and developers
For users
- EU iPhone users gained another route to download Epic’s games, including Fortnite, outside Apple’s App Store.
- Installation involves extra prompts and settings compared with installing an App Store app, and access depends on supported regions and devices.
- Alternative distribution does not remove Apple’s security review. Apple says its EU framework retains authorization and notarization requirements.
For developers and marketplace operators
Alternative distribution offers another channel to reach users, but it brings operational work: a marketplace needs processes for catalog management, moderation, fraud prevention, user support, and payment disputes. Apple’s alternative business terms include commissions of 10% or 17%, an optional 3% payment-processing fee, and a Core Technology Fee that may apply. The applicable obligations depend on the chosen terms and circumstances; alternative distribution does not mean Apple collects nothing.
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Epic has separately advertised an 88%/12% revenue split for its mobile store, with Epic retaining 12% for payments it processes and 0% for third-party payments. That is Epic’s stated store model, not a universal developer payout or a direct comparison with every Apple term. See Epic’s mobile-store strategy announcement for its description.
Quick Recap
What remained unresolved
- Apple still controlled the iOS authorization process. The DMA framework opened an alternative channel but did not remove notarization and security requirements.
- iOS distribution was not worldwide. Epic’s original launch was EU-only, and current support depends on country and platform.
- The legal dispute was broader than this approval. The Commission’s preliminary findings and procedures addressed Apple’s wider DMA compliance; they were not a final ruling on Epic’s particular rejection.
- Commercial terms remained contested. Developers had to assess the rules and fees associated with the available distribution models rather than assume that another store eliminated platform costs.
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