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For weeks now, two tech giants have been facing off in what might be the world’s most popular game. Epic and Apple have clashed over the iOS App Store and the fees and restrictions that Apple imposes on developers who want to distribute applications through that store, with Fortnite caught in the crossfire. However, hearing Epic explain it, it seems like the company is fighting an entirely different battle.
If you go to Fortnite Right now, you will find a news post that was first published on August 26 and has been updated multiple times since then. This post explains what happened to the iOS version of Fortnite and, perhaps unsurprisingly, it paints Apple as an anti-competitive platform incumbent that maintains Fortnite fans of playing the game on their iPhones and iPads.
“Why can’t I access Fortnite on my device? “asks the first question in the Epic FAQ on that website.” In response to Epic providing new payment options with lower prices, Apple has retaliated by blocking Fortnite updates and new installations on the App Store, and has said that they will end our ability to develop Fortnite for Apple devices, ”says Epic’s answer.
“I only play on iOS devices”, the next question begins. “How can I regain access to Fortnite if I only play on iOS devices? “Epic’s response to this question is more than self-indulgent:” Make your voice heard in the fight against the app tax! Message @AppStore using #FreeFortnite on social media. All players should be able to choose payment providers and save up to 20%. Apple disagrees! ”
If you’ve been following this dispute, you probably already know that Epic’s framing here is a bit off. This is not really a debate on whether or not people should be able to save money. Instead, Apple is opposed to Epic rolling out new payment methods to get around 30% of every in-app purchase that Apple makes.
In mid-August, Epic launched a new direct payment method on mobile versions of Fortnite, which promised users permanent savings of 20% on Fortnitemicrotransactions if they bought them using that method. The reason Epic can discount those purchases by 20% is because with direct payments, you are no longer shelling out 30% of each purchase to Apple and Google. Epic itself technically does more on those direct payment purchases, even though users pay less.
Apple and Google, unsurprisingly, responded by removing Fortnite from their respective app stores. On Android, that wasn’t a huge hit, as users can download apps on their phones after changing a few settings, but on iOS, it’s the App Store or failure. If your app isn’t there, it may not exist for the vast majority of iOS users.
That’s what he does FortniteThe elimination was such a devastating blow to Epic, and that is precisely why Epic was ready for this kind of response. As soon as Fortnite was removed from the App Store, Epic not only filed a lawsuit against Apple in court, but also posted a video parodying a 1984 Apple ad. Epic argued that Apple has become a monopolist. , even authoritarian (within at least in the context of iOS) company that had too much power and needed to be controlled.
It was an impressive response, but it also caused some embarrassment. Many people were quick to point out that Apple and Epic are multi-billion dollar companies facing shouting about app store fees. Then, of course, we have the fact that in trying to grow the Epic Games store, Epic has shell out huge amounts of cash to secure exclusives, something that never used to be a thing on PC. For some players (myself included), paying for exclusives as a way to brute force their way into a market is highly anti-competitive behavior.
So it’s a bit rich that Epic is criticizing Apple for anti-competitive behavior when it’s not really an exaggeration to launch the same criticism against Epic in their war with Steam. However, apparently, Epic’s battle on both fronts is really about the stiff fees these platform holders impose on those who use their stores. Like Apple, Valve takes 30% of every sale on Steam, a figure that drops as a game sells more. Epic, on the other hand, only takes 12% of every sale on the Epic Games Store, which is certainly a much better deal for developers.
Here’s the thing: Epic’s crusade against Apple would earn him more admiration if only Epic were honest and straightforward about why he’s choosing this fight. It’s obvious that Epic doesn’t like that 30% fee that Apple takes off the top, and I think if it were straightforward about it, a lot of people would agree that 30% is probably too high. They may not agree that Apple deserves nothing, which is essentially what Epic is proposing with their direct payment scheme, but I suppose most, when faced with the truth about App Store fees, would agree. agree that the amount Apple pulls from the top should settle somewhere above 0% but still well below 30%
Most people would probably also agree with the statement that iOS users should have more options beyond the App Store when it comes to how to find and install their apps. Personally, I think that once you’ve bought the phone, it should be yours to do whatever you want – having just one source for app downloads and installations would be ridiculous and unacceptable on PC (or even Mac, while we’re on the subject of Apple) , so there is definitely a very strong argument for opening iOS devices.
The fact that Epic is framing this as a dispute where Apple doesn’t think Fortnite Players should be able to save 20% on microtransactions is insane. Epic, it seems, has its young player base to take Fortniteon the side without analyzing the details of this disagreement. They might just do that, but fooling kids isn’t really something to be proud of here.
The rest of us will simply have to roll our eyes at this dispute between monolithic companies that have billions hidden in their coffers. Epic may have some justifiable reasons to go to war with Apple, but given the way he characterizes disagreement, I’m having a hard time finding sympathy for him.
