Epic Games is officially waging war on Apple after the tech giant banned Fortnite from the App Store. Apple has been making a lot of enemies recently; its controversial decision to forbid video game streaming services like Xbox Game Pass led to some deeply disparaging comments from Microsoft, and its treatment of Facebook Gaming led to similar vitriol from the social media company.
Fortnite is one of the most instantly recognizable names in the gaming industry today. After the release of its beloved battle royale mode, the game became a cultural phenomenon, earning best multiplayer game from numerous publications even a year after it was released. One of the factors that has contributed so much to the game's success is its ease of access; Fortnite is available for every major console, PC, and Android mobile devices. Until today, it was available on iOS as well.
Epic Games Slams Apple, Circumvents App Store Tax
In a blog post earlier today, Epic Games announced a permanent cost reduction in Fortnite's in-game currency, V-Bucks. This cost reduction came with some interesting caveats, though; mobile gamers would have to use a new service called Epic Direct. This would allow them to pay Epic Games directly and undercut the mobile provider: either the App Store or the Google Play Store. When V-Bucks are purchased normally on these platforms, the provider gets 30 percent of the profits, but Epic Direct would bypass that entirely and let the player enjoy their discount. During the update, Epic Games also took the time to deride both Apple and Google for price gouging. In response, Apple immediately pulled Fortnite from the App Store, claiming that Epic Direct was implemented without approval.
Epic Games Mocks Apple in Fortnite Event
But Epic Games came prepared. In response to the ban, Epic set up a video inside Fortnite. The video from Epic Games is a full parody of Apple's iconic 1984 commercial, featuring Fortnite characters acting out the entire thing. To really drive home the point, the imperious face of Big Brother in the ad is played by a literal apple in sunglasses with a worm sticking out of its head. The video concludes with a dramatic message stating that "Epic Games has defied the App Store Monopoly" and admonishing fans to "join the fight." The hashtag #FreeFortnite shown in the video is already trending on Twitter. It's plain to see that Epic anticipated Apple's response from the start and has already prepared for the conflict to follow.
Epic Games Files Legal Papers
Epic is out for blood. Mere hours after Fortnite was banned from the App Store, Epic announced via Fortnite's Twitter page that it had filed legal papers in response to Apple's ban, and it published those papers for all the world to see. Epic is seeking legal action against Apple for what it perceives as monopolization and anti-competitive conduct in both the iOS distribution market and the payment processing market. Epic cites numerous laws and statutes that it claims Apple has violated by enforcing its restrictive limitations on the App Store. Epic even mentions the iconic ad it spoofed, claiming that Apple has become the sinister, stifling behemoth that it once swore to defeat.
Epic is clearly not messing around here. There's little doubt that the company knew exactly how Apple would respond to Epic Direct and set the gears in motion a long time ago, just waiting for Apple to play into its hands. Time will tell how this legal action plays out, but if social media is any indication, much of the public is on Epic's side. Resentment toward Apple's heavy limitations has been growing for a while now, and it looks like the Fortnite assault is serving as the long-awaited breaking point.
Source: Epic Games/Twitter