Skip to main content

Apple announces App Store changes in wake of Epic Games ruling

App Store
App Store (Image credit: iMore)

What you need to know

  • Apple has announced some big changes to its App Store.
  • Developers can now target users, telling them about other ways to pay for goods.
  • It comes following the Epic Games ruling and antitrust criticism regarding its App Store.

Apple announced on Friday that developers will be allowed to target users with other ways to pay for digital goods and services in their apps using emails and more, in the wake of the Epic Games ruling and antitrust criticism of its App Store.

Apple told developers (opens in new tab):

The App Store is a safe and trusted place for customers to discover and download apps, and a great opportunity for developers. The following updates to the App Store Review Guidelines support new features in upcoming OS releases, better protect customers, and help your apps go through the review process as smoothly as possible.

Apple has added new guidance regarding in-app events:

To feature your event on the App Store, it must fall within an event type provided in App Store Connect. All event metadata must be accurate and pertain to the event itself, rather than the app more generally. Events must happen at the times and dates you select in App Store Connect, including across multiple storefronts. You may monetize your event so long as you follow the rules set forth in Section 3 on Business. And your event deep link must direct users to the proper destination within your app. Read In-App Events for detailed guidance on acceptable event metadata and event deep links."

The biggest change arguably comes regarding contacting users about payment methods. Apple has removed a clause that said developers "cannot use information obtained within the app to target individual users outside of the app to use purchasing methods other than in-app purchase (such as sending an individual user an email about other purchasing methods after that individual signs up for an account within the app)."

Finally, Apple says that Apps may request basic contact information from the users as long as the request is optional, and so long features and services aren't conditional on providing the information.

Stephen Warwick
News Editor

Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.

Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple.

2 Comments
  • In other words its only smoke and mirrors to make it seem like Apple is being nice to its developers with some new payment offers. The vast majority of Apple customers are not going to follow an email link, because Apple has posioned their customers minds, by constantly bombarding and telling their customers that only Apple, their app store, and its rules and policies can be trusted. Lets be honest here, who is going to follow an email link to save some money? Thats why Apple won, and now Epic is still going after Apple.
  • “Apple has poisoned their customers’ minds”.
    Feel free to be at the bizarre level anti Apple as you want and clearly have, here. Obviously just reading your post is irony defined — the poisoned driven mind of hate — but I’m certain the irony is lost on you. Just know this, you and the rest of the internet Apple hate brigade have been spinning your wheels on Apple fan site boards for years now. Now Take a look at Apple sales, you’ve accomplished nothing, zero, with the exception of, sometimes, angry harangues or using laughable insults/shaming of fans for buying a product they like and enjoy.
    It’s sad for you and yours but given the years behind the completely fruitless effort, I continue to expect to see more of these bizarre, completely ineffectual tactics such as that sad attempt at shaming