Apple has managed to set up an eco-system that is forever self-sustaining with developers forced to sell any product aimed at the iPhone or other Apple products exclusively via the App Store and it seemingly has finally rubbed Epic Games the wrong way.
Apple on Thursday removed the popular game Fortnite from the App Store for promoting alternative means of downloading and paying for the game that circumvented the use of the App Store. Which apparently is a no-no from Apple. Epic Games, of course knew this. But they did it any way. Why? Consider the move as if you are waiting in the lobby and you egg someone on and they start talking smack. No Apple’s agressive move can only be met with the same energy. Epic wants to battle. And it is going to the court of public opinion to hash it out. That and the actual legal courts that make corporations bleed money for bad business practices and monopolising of the marketplace.
Epic’s snare by intentionally breaking one of Apple’s rules, offering “Fortnite” players an alternative way to pay for its virtual currency than through the App Store. Epic released a statement on the news confirmed what this means for players, in that “because Apple has BLOCKED your ability to update, when Fortnite Chapter 2 – Season 4 releases you will NOT be able to play the new Season on iOS.”
Apple’s response of banning “Fortnite” is likely to help Epic win a public-relations battle — and served as a case in point for the lawsuit it immediately filed charging the iPhone maker with anticompetitive behavior.
The way Apple runs the App Store has come under increasing scrutiny, especially from developers who feel boxed in by the exclusive and restrictive rules placed on them if they want to make content for the greatest selling mobile phone on the planet. But Epic’s suit, which lays out a damning case against the company, could be its biggest challenge yet.
This however should not be looked as the little guy sticking it to the man. Epic has their own amoral activities including appropriation and copyright issues surrounding the emotes ripped for choreographers and popular icons without acknowledgement, reimbursement or credit.
Nevertheless, the outcome of this legal and public opinion tift could have reverberating effects on the platforms that seek to monopolise the dispersion of content via the platform they are being sold from.