Home / Technology / Apple says Epic’s Fortnite case is a revival marketing stunt ‘Interest flag’ in game

Apple says Epic’s Fortnite case is a revival marketing stunt ‘Interest flag’ in game

Fortnite logo on the phone screen

Apple and Epic have been fighting in California court since August.

Angela Lang / CNET

Fortnite Is One of the most popular games ever. And it will soon be one of the most prosecuted.

On Thursday, Apple sent a description of the relationship between Fortnite Epic Games developers to the U.S. District Court in California, where the two companies will end their ruling. Starting next monthIn the filing of the lawsuit, the tech giant stated that after grossing more than $ 700 million in the two years since Fortnite was published on the iPhone App Store, Epic had planned to generate more revenue – and it was a cost. Apple

In a description of the event, Apple outlined a media strategy called Project Liberty, which Epic allegedly plotted with lawyers and public relations firms for months to draw more attention to Fortnite last year.

Last summer, Epic Intentionally violating Apple’s App Store policies Confirming that all digital products such as Fortnite victory moves, dance moves, and new character appearances can be purchased through Apple’s payment processing service.Apple then removed Fortnite from the App Store for violating the rules. Epic responded with a filing in August. And launched an ad campaign that went viral on social media

“Epic just wants to use Apple’s innovation for free,” Apple said in a filing Thursday, claiming that Epic used the case to “Restoring interest in Fortnite”

An Epic spokeswoman declined to comment on the filing. But noted that Epic has argued less restrictions on Apple’s App Store since at least 2017, and in competing filings, Epic reiterated previous arguments that Apple’s App Store rules hinder innovation and Leader commissions So that the price is higher for consumers

For many, the lawsuit is the latest in a clash between multibillion-dollar and multi-trillion-dollar companies that make more money when gamers spend their money, but for Apple, this represents. file Existing threats to iOS software and tools created by it. Around the iPhone, one of the files Best-selling technology product of all time.

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Epic vs. Apple’s lawsuit is geared up to a 2021 trial.


Apple’s success has been driven by the App Store, a service Apple launched in 2008 that offers a way to build apps and games exclusively for developers, and then market them through Apple Central Services. Take time Commission up to 30% For those in-app digital goods, a business model the company says is designed to compensate The cost of operating the storeThe tech giant only allows people to download iPhone apps from the App Store, and developers who disagree with the terms will be forced to create counter-attacks.

Google has a similar but less restrictive rule for the Play Store, which requires developers who distribute apps on their services to pay a commission on the sale of digital goods. Google also allows users to “Side loadApps from other app stores effectively download competitor platforms to their devices, something Apple doesn’t, but on the same day Epic breaches Apple’s app store rules doing the same for Google. And similarly fired from Google’s Play Store, Epic is suing Google over Fortnite as well, in another case.

In the 13 years since Apple’s App Store launched it has helped propel the iPhone to its astronomical peak, with more than 1 billion mobile devices being used in January. During the holiday season last year which took place at the end of the year The global coronavirus outbreak And results Economic disasteriPhones help Apple save financial records.iPhone sales alone reached $ 65.6 billion, up 17 percent from a year earlier.

Apple said the lawsuit was an attempt by Epic to transform the iPhone’s business model.The company published an email earlier in which Epic CEO Tim Sweeney. Ask Apple to authorize alternative payment systems and download services.This will effectively help him set up his own app store on his iPhone. If the court enforces such a change, industry watchers say it could fundamentally change Apple’s business, not just hinder finances. But also the safety and reliability that the company is built on in strict controls.

“Apple is one of the most innovative, dynamic and creative companies in the United States, and millions of people benefit from its products and services,” Apple said in the filing. “Those products and services are the result of billions of dollars of investments in addition to critical time and ideas and represent Apple’s intellectual property.”



Battle view

Until August 2020, Apple and Epic seem to have something good going.In 2018, Epic announced that the popular game Fortnite will be available for free on Apple’s iPhones and iPads in the next two years, and companies are coming in. More than $ 1 billion in sales of optional appearances and moves for the characters.Then things settled as Epic tried to circumvent Apple’s payment rules, got Fortnite banned from the App Store, and an antitrust trial is now running.

Fortnite- thumb

Fortnite has become an internet phenomenon, in part because of its addictive gameplay and bizarre characters.


Apple used a filing scheme to dispute Epic’s allegations that the iPhone and App Store rules are monopolies. In the filing, Apple repeated earlier statements that it was only part of the phones used around the world and that many apps built for the iPhone could interact with apps on other platforms, Apple has called for a prior Supreme Court judgment. This too, by writing: “Antitrust laws” were enacted to protect competition, not competitors. “

Epic contested in a filing that Apple’s arguments for the App Store, referring to improved security and reliability, are screens for business decisions. ”Apple could use security features to support open releases on iOS. Easily without limiting app distribution to the App Store, “the game company said in the document.

The company also argued that Apple’s ability to detect malicious apps was “limited” based on a collection of Apple executives who oversee fraud detection engineering.

Epic also points to an internal case study where Apple initially made a fake “virus scanner” app.The Apple app review team rejected the program, which did not actually scan for viruses twice before allowing them to enter the App Store. It was eventually charging unsuspecting customers $ 99 a week through Apple’s payment processing system, quickly making it one of the highest-grossing apps at the time.

“Apple’s restrictions on app distribution have reduced the consumer and developer experience,” added Epic.

Apple did not comment on the App Store study, but pointed to a statement in the filing, stating that approximately 40% of the submitted apps were rejected by an automated and manual review process, including Apple employees. Nearly 500 people around the world, it also added that outside security companies said little malware on the Internet was targeting Apple software.

Freedom Project


Epic created a publicity campaign for Apple shortly after the filing, including the creation of an Apple-headed Fortnite “Tart Tycoon” character.

Epic games

Perhaps the biggest revelation of the two filings was Apple’s argument that Epic’s move was carefully coordinated and designed to force Apple and Google to change app store rules or Look like a bad guy.

Apple’s view on Project Liberty, as it was evident that the plan was called within, Epic is likely to include executive e-mails as evidence, among other items.Apple also plans for CEO Tim Cook. To testify at the trialAlong with other Apple chief executives whose audio will be broadcast live from court to YouTube from May 3.

“Epic asked this court to enforce alternative terms with Apple so that Epic could make more money,” Apple said in the filing. Apple’s unprecedented duty to open proprietary systems and engineering to third parties.

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