Apple Allegedly Unveiling Individual Game App Marketplace to Deliver a Final Blow to Epic
Apple is set to expand its gaming horizon with the launch of the Epic Games store on iOS, initially in the EU, and the development of a dedicated app store for games, similar to the App Store.
The tech giant has been showing a growing interest in the gaming sector, as demonstrated by events showcasing high-profile games playable across iOS, iPad, and Mac ecosystems. The new game marketplace, based on anonymous sources, is said to combine features of Game Center.
The new app store is expected to feature titles from the App Store and Apple Arcade. It will include tabs for friends lists and game suggestions based on past play habits. Additionally, there may be Achievement-like challenges and leaderboards.
Reports suggest that Apple is also planning to integrate FaceTime or iMessage for in-game communication, aiming to enhance the social aspect of gaming on its platform.
However, the number of available games on Apple's platform is still smaller than on Windows-based PCs, but it is growing. Apple is still fighting to ensure third parties, including Epic, continue to pay the 30% "Apple tax" fee on in-app transactions.
In a related development, a federal judge declared that Google had to open up its mobile OS to third-party app stores earlier this month. Google was granted a reprieve from the order, letting it keep forcing apps to use Google Play billing while it goes through the appeal process.
Meanwhile, Microsoft is eyeing the moment to launch its own competing Xbox app store on Android. A company likely to start its own Android game app store next could be a major developer or publisher, responding to Google's increasing restrictions on sideloading and external app stores planned for 2026.
For Apple users in the U.S., there is still no official support for third-party app stores on iOS. Epic Games sued both Android and Apple over forcing apps to use their first-party app payment methods more than four years ago.
Interestingly, it's not just Apple and Google facing legal challenges. Microsoft is also under scrutiny for its app store policies, with the European Union launching an antitrust investigation into the company's practices.
As the tech giants navigate these challenges, the landscape of mobile gaming continues to evolve, with consumers looking forward to a more diverse and competitive market.
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