Epic × Samsung Sudden Settlement! - The Mobile Antitrust War, True Target Shifts to Google

Prologue: The Sudden News of "End of War"

In the early hours of July 7, 2025 (U.S. time), Epic Games, headquartered in Cary, North Carolina, filed a motion to withdraw its antitrust lawsuit against Samsung Electronics in the Northern District of California. The press release on the same day was just a few lines, but behind it lies an intense power game over the mobile app distribution market. Epic CEO Tim Sweeney broke his silence by posting on X (formerly Twitter), "Samsung has agreed to address our concerns."x.com

1. The Exchange Over "Auto Blocker"

The trigger for the settlement was the security feature "Auto Blocker" that Samsung introduced for the Galaxy series in September 2024. Epic claims that this feature, which is default ON, displays multiple warning dialogs when installing APKs from sources other than Google Play and Galaxy Store, effectively locking users into its own store. TechCrunch detailed Epic's lawsuit, stating "Samsung and Google colluded to eliminate competition."techcrunch.com

2. Was Samsung's Aim "Safety and Security"?

Samsung initially argued that "Auto Blocker is aimed at malware prevention and users can disable it in settings." Multiple media outlets, including Bloomberg, have reported on the company's stance, but external developers have continuously criticized it, saying "Claiming there is a choice while defaulting to ON is effectively coercive."bloomberg.com

3. Epic's "Three-Front Strategy"

Since 2020, Epic has filed lawsuits against Apple, Google, and OEMs (device manufacturers) on separate fronts. While they faced a de facto defeat against Apple in the Supreme Court in 2024 after a first-instance ruling in 2021, they achieved a partial victory by getting external payment links recognized. In the Google trial at the end of 2023, the jury found the Play Store to be "anti-competitive." With Samsung laying down its arms, Epic's focus is once again narrowed to Google alone. The Verge described it as "the bell for round 2 has rung."theverge.com

4. Why Settle Now? Three Speculations

1)Samsung's "Unpacked" Eve
Samsung's intention to present an "open ecosystem" at the Galaxy Unpacked event, two days away, alongside new Fold/Flip models.
2)Epic Games Store for Galaxy
According to sources, Epic proposed an option to pre-install its own store alongside the Galaxy Store. If realized, it would be the industry's first "zero-cut" with 0% revenue share and 100% external payments.
3)Consolidating the Main Battlefield Against Google
With the U.S. Department of Justice and state attorneys also laying an antitrust siege against Google, Epic wants to concentrate its human and financial resources.

5. The Confidential "Secret Agreement"—What Will Change?

Reuters reported the settlement terms as "confidential," while Epic only stated that they "received a commitment to address concerns." Although specifics are unknown, it is highly likely that at least one of the following will be included:

• Changing Auto Blocker to Default OFF

• Whitelisting Official Stores (Immediate Approval of Epic Games Store)

• Pre-installation of Epic Games Store on Samsung Devices
  In any case, this would have the effect of diminishing Google's platform dominance.reuters.com

6. "Joy and Distrust" Seen on X (Formerly Twitter)

Below are the main posts that received over 100,000 impressions within 12 hours of the settlement.

7. Voices from the Developer Community

• CEO of a Small Game Studio (Seattle, USA)

  "Compared to the 30% Play Store fee, Epic Store is 12%. If an official channel is established on Galaxy, UA (User Acquisition) costs will dramatically decrease."

• Korean Indie Developer

  "It's symbolic for a domestic device manufacturer to accept a foreign store. It will also influence discussions by the Korean Fair Trade Commission."

On the other hand, major publishers are cautiously noting that "the proliferation of stores complicates customer support."

8. What Do Legal Experts Think?

Professor Angie Kim of Antitrust Law at the University of California, Hastings, points out, "The settlement does not divert regulatory attention. The bundled contracts between Google and OEMs (such as the Mobile Application Distribution Agreement) will be a point of contention." She also analyzes that the "safe zone" Samsung gained through the settlement is linked to fulfilling obligations under the EU DMA (Digital Markets Act).bloomberg.comtheverge.com

9. Market Reaction: Samsung Shares Slightly Up, Google Continues to Fall

After the settlement announcement, Samsung Electronics shares rose slightly by +1.3% compared to the previous day in the Seoul market. Meanwhile, on Nasdaq, Google's parent company Alphabet's stock price fell by -2.1%. The prevailing view is that this is due to the "resurgence of litigation risk with Epic." Analysts say, "The longer the appeal trial drags on, the more Google will have to review its transaction terms with OEMs."

10. Practical Impact on Developers

1)Diversification of Distribution Channels
Galaxy devices hold a 19% share of the global market. If a new store channel is established, it could create a potential market of 100 million downloads per month.
2)Intensification of Payment Fee Competition
With Epic at 12%, Samsung at 15%, and Google at 30% (15% for some), the multi-tier structure is expected to collapse, eventually balancing around 10%.
3)Redefinition of Security/Sideloading
Ensuring "safe and free sideloading" will be a future UX design challenge.

11. User Perspective: The Trade-off Between Freedom and Risk

While end-users will have more store options, the risk of phishing APKs and counterfeit apps will also increase. There is information that Samsung is preparing a new verification process in collaboration with Knox Security, but an official announcement is pending.

12. The "Epic War" Continues

This settlement is not an "end" but merely a "repositioning." Google is awaiting a hearing in the 9th Circuit Court of Appeals, with a verdict expected no sooner than the summer of 2026. If Epic achieves a complete victory, the Android ecosystem could potentially be rewritten from the root level.

Conclusion: Who Decides the Future of Platforms?

For 15 years, the revenue share surrounding app stores has been bound by the "traditional 30% rule" of PC = 0% (Web), Console = 30%, and Mobile = 30%. Epic's challenge has shaken this sanctuary, creating a small hole in Apple and a potentially fatal crack in Google. Samsung's withdrawal is a symbolic event where a giant OEM has shifted from the position of a platformer to "partial neutrality." The remaining final boss is Google—the stage is set.