The conflict started when Epic Games, the company behind Fortnite, violated an alleged condition of the Apple store by allowing users of the game to make purchases within Fortnite.
This allowed all users to purchase virtual items within Fortnite and at the same time, allowed Epic Games to avoid a 30% commission that Apple imposes on all purchases made within the applications.
Apple was strict with Epic Games and knowing the “trap” of Fortnite decided to eliminate it from its App Store pointing:
“Epic has had apps on the App Store for a decade and has benefited from the App Store ecosystem, including its tools, testing and distribution that Apple provides to all developers. Epic accepted the App Store terms and guidelines freely and we are pleased that they have built such a successful business on the App Store.
The app company’s decision comes at a difficult time for the company, which is facing several allegations and is being investigated in the U.S. and Europe for possible abuse of dominant position.
Epic Games sues Apple
The developers at Fortnite have not stood idly by after being removed from the App Store and have filed a lawsuit against Tim Cook’s company.
In it, they claim that Apple, little by little, has become a “giant that seeks to control markets, block competition and suppress innovation”.
“Apple is bigger, more powerful, more entrenched and more pernicious than the monopolies of yesteryear. Apple’s size and scope far exceed that of any technological monopolist in history,” Epic Games concludes in the paper.
In addition, Epic Games’ communication department exploited social networks with a sensational viral video. In this parody the mythical Apple announcement “1984”, although this time, instead of fighting against the IBM dictatorship, it is Epic Games who fights against “Big Brother” Apple.
Controversial, creative and timely. Although, certainly, we need time to determine how successful this strategy has been for Epic Games.