Why Microsoft’s Xbox Mobile Store Still Hasn’t Launched—and Why Apple’s to Blame
If you’ve been wondering why Microsoft hasn't launched the Xbox mobile store yet or what’s delaying Xbox on iOS, the answer lies in one word: Apple. Microsoft has officially pointed fingers at Apple’s restrictive App Store policies as the main reason its planned Xbox mobile web store—initially slated for a July 2024 debut—has yet to go live. In a new legal filing supporting Epic Games’ antitrust battle against Apple, Microsoft reveals how Apple’s anti-competitive practices continue to choke innovation and limit consumer choice on iOS.
In a significant move, Microsoft has filed an amicus brief (a legal document filed in support of one party in a case) backing Epic Games in its ongoing fight with Apple. The case centers on Apple’s strict control of iOS app payments, including its controversial anti-steering policy that prevents developers from directing users to external purchasing options.
Microsoft argues that these rules have directly delayed its efforts to launch a third-party Xbox mobile store, which would allow gamers to purchase in-game items and downloadable content (DLC) through a web-based platform—bypassing Apple’s 30% commission and giving developers more flexibility in how they monetize.
Apple’s App Store rules have long restricted cloud gaming and remote play features, something Microsoft says has hindered progress on its iOS app as well. The company wants to let users stream Xbox games directly within the Xbox app or from the cloud, purchase titles, and play them seamlessly. But under Apple’s current policy structure, those features have either been stripped down or split across platforms.
Just last month, Microsoft rolled out the ability to buy games and DLC through its iOS Xbox app—but only after removing the remote play feature to comply with Apple’s demands. For gamers, this means having to jump between the app and browser-based solutions like Xbox Cloud Gaming, making the experience disjointed and far from user-friendly.
This legal standoff has high stakes for more than just Epic and Microsoft—it affects the future of mobile gaming, app store monetization, and consumer access to alternative app marketplaces. If Apple’s appeal to overturn the court’s recent injunction is successful, companies like Microsoft could once again be shut out from offering fair competition on iOS devices.
On the flip side, a win for Microsoft and Epic could open the floodgates for third-party mobile stores, higher app revenue for developers, and more choice for gamers—a development that could increase advertising revenue, improve digital marketplace diversity, and reshape the economics of mobile apps.
Microsoft isn’t just making noise—it’s urging the court to enforce the existing ruling despite Apple’s appeal. According to Microsoft, Apple could easily roll back changes if it wins the appeal, but delaying the implementation of the ruling causes real harm now, especially as the gaming giant tries to expand its mobile presence in a growing digital economy.
And with the mobile gaming market projected to hit $180 billion in ad revenue by 2026, the outcome of this legal fight could significantly impact AdSense earnings, in-app purchase strategies, and mobile marketing ROI.
Whether you’re a developer, gamer, or advertiser, the implications of this case matter. As Microsoft pushes forward with plans to expand Xbox into the mobile web ecosystem—and potentially launch new in-app monetization tools—Apple’s response and the court’s final ruling could set the tone for how app stores operate in a post-monopoly digital world.
Stay tuned—this isn’t just a fight between tech giants. It’s a battle over innovation, user freedom, and the future of mobile commerce.
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