Earlier this year, Apple began opening its App Store to game streaming services like Xbox Cloud Gaming and GeForce Now, freeing them from web apps on iPhones and iPads. Despite multiple changes to Apple’s App Store guidelines this year, Microsoft and Nvidia still haven’t released native cloud gaming apps for iOS, and Microsoft is now detailing why.
Microsoft had said earlier this year that Apple’s cloud changes were “not enough” for Xbox, but in a submission to the UK Competition and Markets Authority (CMA) it now argued that Apple’s changes to the cloud in January, March and The April changes to its App Store guidelines (sections 4.9 and 4.7) simply weren’t enough to make it run the native Xbox cloud gaming app on iOS.
“Microsoft discovered a number of additional provisions in Apple’s guidance that continue to restrict its ability to distribute and operate Cloud Gaming iOS native applications (i.e., Guidelines 2.1, 2.5.2, 2.5.6, 3.1.1, 3.1.2(a) )), 3.1.3(b), 3.2.2(i), 3.2.2(ii), 4.2.2., 4.2.7(e)),” Microsoft said in a document submitted to the CMA at the end of July.
Microsoft claims that Apple’s guidelines “still pose a barrier to cloud gaming native apps” because it would clearly be unable to technically and financially comply with the guidelines if it included third-party games in its Xbox cloud gaming service on iOS. Microsoft specifically pointed to Apple’s requirement for multi-platform services such as Xbox Gaming to make all content, subscriptions and features available as in-app purchases (IAP) in iOS apps:
In fact, Apple’s IAP commissions are set at a level that is neither economically sustainable nor reasonable. Given that Guideline 3.1.3(b) prohibits the provision of different content, subscriptions or features to iOS users (including consumables in multi-platform games), the 30% commission prevents Microsoft from effectively monetizing its cloud gaming service offering ( In comparison) to the content, subscriptions and features available on other platforms).
As the CMA observed in its mobile ecosystem market research, Apple’s 30% fee on IAP is the result of a lack of competition in native iOS app distribution.
Microsoft also claims that third-party game developers will need to recode their games to comply with IAP requirements.
Microsoft also takes issue with Apple’s 3.1.1 guidance, which prevents iOS app developers from linking externally to support subscription purchases. Apple provides an exception for “Reader” apps, but cloud gaming apps do not qualify for this exception. In its filing to the CMA, Apple argued that it had “never approved gaming apps exploiting the Reader Rules”, so it said app developers should not question their approach to in-app purchases in a cloud-based gambling environment.
The CMA is currently conducting market research in the UK into mobile browsers, browser engines and cloud gaming services distributed through app stores. It has identified a number of possible remedies to address competition issues with cloud gaming apps on mobile devices, including potentially requiring Apple to allow cloud gaming native apps to run in a “read-only” mode without in-game purchases or subscriptions. So that the game doesn’t need to be recoded.
The CMA is also considering asking Apple and Google to allow cloud gaming service providers to incorporate their own in-app payment systems, and may ask Apple to amend its guidance to remove elements that may include technical restrictions on cloud gaming applications.
Apple argued that it supports cloud gaming through web apps, even citing two examples edge The article introduces Microsoft’s improvements to Xbox cloud gaming performance on iPhone and iPad, and how more than 20 million people have used Xbox cloud gaming. Apple said: “It is worth noting that although the CMA cited Microsoft’s concerns in the working paper, since Apple revised the guidance, Microsoft has chosen not to cooperate with Apple on cloud gaming applications.” “Despite Apple’s active efforts to support iOS Cloud gaming apps offer new opportunities and tools, but engagement remains insufficient.”
Apple also argued that developers “…generally do not encounter difficulties with IPA requirements,” before citing Antstream, a small app developer that launched the first iPhone game stream in the App Store earlier this year. Streaming service featuring over 1,300 retro games. Apple helps Antstream with subscription optimization, editorial framework, and even public relations review and launch announcement guidance.
The CMA has set a deadline for parties to respond to the market inquiry this month before planning to issue an interim decision report in November. Microsoft and Apple will have plenty of time to continue arguing between November and December before releasing a final report in February or March next year.
