The Industry Weighs In on Epic Games’ Monumental Win Against Apple
By Mariam Ahmad 2 May 2025
Unless you’ve been living under a rock, at this point you’ve likely heard about the latest twist in the Apple vs. Epic Games saga. On April 30, just a few days ago, U.S. District Judge Yvonne Gonzalez Rogers ruled that Apple willfully violated a 2021 injunction in its ongoing antitrust battle with Epic Games, referring the company to federal prosecutors for potential criminal contempt and barring it from imposing fees on purchases made outside its App Store.
It’s a major moment in the years-long fight over platform control and developer freedom. We asked experts what this ruling really means for the industry, what comes next, and how to best prepare.
Apple’s defeat means DTC Is no longer optional
This ruling marks a pivotal shift toward a more open, developer-first ecosystem and reinforces the industry’s shift away from restrictive platform policies. At Aghanim, we’ve been ahead of the curve—delivering above-market performance via our unique game-extension platform, enabling direct relationships between publishers and their players - that build stronger, more engaged communities in the process.
The news has given developers the green light to steer their players more effectively. The focus is now on the destination. Our results are routed in our player’s eagerness to engage with features intrinsically connected to the games they love… the "shop" feature simply benefits as a result.
What does this all mean? In short, if you’re not already doing DTC, you’re behind. If you are, keep pushing for better. The U.S. Supreme Court just drew the curtains—and the window is open. The winners will be those who act the fastest.
Loosened Apple rules could unlock billions in the $171 bn mobile app market
The Epic Games vs Apple ruling feels like a pivotal moment for the mobile ecosystem. With global consumer app spending reaching $171 billion in 2023 — and games driving over 60% of that — even small shifts in payment rules could unlock billions for developers. By loosening Apple’s grip on in-app payments, we’ll likely see a wave of monetization experiments, especially in games where margins are thin and UA costs keep climbing.
For communities like Gamesforum, this sparks vital conversations around sustainable growth, platform fairness, and player-first strategies. I believe we’re just seeing the start of a global shift toward a more open and developer-friendly ecosystem.
Claire Rozain, Founder at RZAIN Consulting
The Epic ruling signals a power shift toward developers and open platforms
The latest development in the Epic vs. Apple case marks more than just a legal milestone, it reflects a deeper shift in the digital ecosystem supporting the global games industry. For developers, this isn’t just a win in court; it’s a call to reimagine how they engage players, own their audience relationships, and capture revenue. As the grip of platform constraints begins to loosen, business models can finally evolve in tandem with the creative ingenuity that defines game development. That translates to fairer revenue sharing, deeper player connections, and greater operational sustainability for studios of all sizes.
For alternative app store providers, this moment is equally transformative. The decision validates their role in opening up a more competitive landscape, one where innovation in distribution and engagement isn’t stifled by legacy gatekeepers. What we’re witnessing is the early phase of a power rebalance in the digital economy; a rebalance that empowers creators, diversifies platforms, and ultimately sets the stage for a more resilient and inclusive future in gaming.
Chris Hewish, Chief Strategy and Communications Officer, Xsolla
Fair competition is not optional
The Epic Games v. Apple ruling is a defining moment for mobile developers and alternative app stores. By enforcing Apple’s compliance, the court has opened the door for U.S. developers to direct users to alternative payment methods. This could allow developers to retain billions of dollars previously lost to platform fees. The outcome reflects years of legal pressure and regulatory action, and it sends a clear message: fair competition is not optional.
We applaud Epic’s determination and the role of regulators globally in challenging entrenched practices. We expect similar scrutiny in other jurisdictions, growing momentum for fairer mobile ecosystems, and increased pressure on Google to follow suit. This is a win for developers, for innovation, and ultimately, for users.
Paulo Trezentos, CEO & Co-Founder, Aptoide
Anti-steering ban uneashes seamless direct-to-consumer game monetization
The court’s decision to eliminate Apple’s anti-steering restrictions significantly lowers the barriers for developers to implement D2C strategies. This is particularly transformative for game genres that depend on spontaneous in-app purchases, which have been slow to adopt D2C, as it allows for seamless, in-game monetization opportunities without interrupting gameplay.
Nonetheless, the inherent convenience of Apple’s payment system remains a competitive factor in their favor. To effectively transition users to D2C channels, developers need to provide clear value propositions - be it through exclusive web offers, integrated loyalty programs, or other incentives. This evolution not only enhances player engagement but also recalibrates the economics of user acquisition, enabling more aggressive and profitable marketing strategies.
Archie Stonehill, Head of Product, Stash
This is a huge win for the entire ecosystem
This is a huge win for the gaming industry, as well as the wider app ecosystem. At a time when profitability is hard for even the most successful publishers and becoming almost impossible for indies, Apple cannot continue with its monopolistic practices. What they have been doing is not only in defiance of court rulings, but harmful to the creators that are the lifeblood of their ecosystem. The new rulings are a welcome sign, as it gives us faith Apple will actually comply this time.
The gaming industry profits from this ruling in two ways: firstly it means more revenue for developers who now have a real chance of bypassing the 30% commission charged by Apple, reducing costs for games and/or retaining more margin which they can invest back in their business. And secondly, it opens the door for innovation within the thus-far overly monopolised space of in-game commerce.
There is huge potential for creating added value for both developers and consumers with more modern implementations of payments within games and apps and it looks like companies like ZBD, who are looking for ways to innovate in the space, will now actually stand a chance of bringing disruptive solutions to the market.
Marca Wosoba, COO, ZBD
Apple’s fee grip is broken — developers can finally own the checkout
While Huawei was rolling out AI chips and Xiaomi launched a smart car, Apple spent that same time defending a 27% fee on external payments and steering users back into its App Store. Fortunately, a U.S. judge sided with reason — and Apple can no longer gut developer margins just because a user taps a link.
This ruling gives developers more control over their destiny. They can own the checkout, keep more of their revenue, and reinvest in products and people — not layoffs.
Expect a wave of innovation to follow: more sophisticated web shops, smarter ways to monetize, alternative distribution paths, and new ways to market games, like rewarded user acquisition and discovery.
Even Apple will benefit in the long run. Without relying on App Store fees, it will have to double down on product quality (this means you, Siri) and push the next wave of hardware innovation.
Joel Brodie, Senior Strategic Partnerships, Almedia
Epic’s victory makes web store revenue the new growth frontier for games
The ruling in favour of Epic Games over Apple is a significant win in the democratization of payments. Apple's anti-steering policies have been deemed anticompetitive and unenforceable in the US, meaning game publishers can now more directly drive players from a mobile game to a web store to make a purchase. This is significant because revenue driven through web stores has a much higher profit percentage than revenue driven through mobile stores. As the share of revenue driven through web stores increases under this new ruling, games will become more profitable.
This ruling, however, is just the beginning. Now we'll be watching closely to see what tactics are most successful at driving players to purchase on web stores. We'll also be watching to see how Apple reacts. Although their anti-steering policies have been deemed anticompetitive, Apple still has means of influencing behavior in a way that suits their business.
Overall this is certainly a win for the gaming industry, and we're excited to be a part of the more profitable future this ruling has created for mobile games.
Chip Thurston, Head of Gaming, FastSpring
Epic’s victory levels the playing field — developers can claim millions more in IAP revenue
The ruling in favor of Epic against Apple is a major step towards independence for developers, and shows the US judicial system is serious about leveling the playing field in the digital ecosystem. This is a huge win; the previous ruling cleared the path for alternative stores, but now there’s clear direction that those stores must be allowed to operate unencumbered by Apple.
It’s going to be a win for developers who can claim a materially greater share of their IAP revenue, and it can pave the way for meaningful innovation around in-game economies. Even a minor move of IAP revenue from the App Store to alternative stores could represent millions of dollars a year for developers, and that is an actual game-changer.
