Fortnite is likely one of the hottest video video games on the planet, playable throughout computer systems, gaming consoles, and cellular units. But as of Thursday, Aug. 13, it’s now not out there to obtain on cellular platforms — not on iOS by way of the Apple App Store, and never on Android besides exterior the Google Play Store.
That’s as a result of Apple and Google eliminated the app from their respective marketplaces on Thursday for violating their guidelines. Immediately afterward, Fortnite maker Epic Games filed separate antitrust lawsuits in opposition to the 2 corporations. Epic additionally staked out its place with a cheeky parody of “1984,” Apple’s well-known Super Bowl business from that yr.
It’s the most recent, and most explosive, improvement in a long-simmering dispute between Epic and the 2 tech giants that, collectively, management the complete international marketplace for smartphones. What’s the character of the battle? Why is it taking place, and why now? What might it imply for the Android and iOS software program marketplaces? And will you continue to be capable of play Fortnite in your telephone?
Why can’t I obtain Fortnite from the App Store or Play Store?
Epic Games determined to select a battle with Apple and Google on Thursday, Aug. 13. The Fortnite maker pulled a daring stunt that rapidly snowballed into the sport getting faraway from each the Apple App Store and Google Play Store — all of which, it turned out, was a part of Epic’s plan.
On Thursday morning, Epic launched a brand new approach to pay for V-Bucks, the in-game forex in Fortnite. Players on Android and iOS now had the choice to purchase V-Bucks by way of “Epic direct payment,” a route that provided them a 20% low cost. If they as a substitute determined to purchase the forex via the Play Store or App Store, they’d must proceed paying the (larger) common price. Why the low cost? Google and Apple every take a 30% reduce of purchases made inside apps within the Play Store and App Store, respectively. With direct funds, Epic can move on some financial savings to the client.
The factor is, Epic Games’ stunt was a flagrant violation of the rules for the App Store and Play Store. Both Apple and Google require that funds for in-app digital content material — e.g., Fortnite V-Bucks — be processed by way of their shops’ respective inside billing techniques. Apple’s guidelines are much more stringent, forbidding builders from a lot as mentioning exterior cost choices.
Epic knew precisely what it was doing: The direct-payment characteristic was a deliberate try to bypass Google’s and Apple’s long-standing developer tips. The two tech giants couldn’t let that stand, so each corporations eliminated Fortnite from their marketplaces.
Can I nonetheless play Fortnite on Android and iOS?
Yes. Apple and Google solely delisted the Fortnite app itself, stopping customers from discovering it of their app shops by way of search. If you at the moment have the sport downloaded to your machine, you possibly can proceed taking part in it and shopping for V-Bucks. If you’ve ever beforehand downloaded Fortnite from the App Store or Play Store, you will get it once more out of your buy historical past. And on Android, the place Google doesn’t power all builders to distribute apps by way of the Play Store, you possibly can proceed to obtain Fortnite from third-party sources just like the Epic Games app in Samsung’s Galaxy Store or Epic’s own website.
However, you’ll solely be capable of play the present content material within the sport. Mobile gamers are locked out of downloading any future Fortnite patches, which is a serious downside for a sport that’s all about content material updates. When the fourth season of Fortnite chapter 2 goes stay in a couple of weeks, cellular gamers gained’t be capable of entry it.
What is Epic Games’ dispute with Apple and Google about?
This battle is essentially about — what else? — cash.
Tim Sweeney, the founder and CEO of Epic Games, has expressed frustration for years with what he views as Apple’s and Google’s monopolies on the software program marketplaces for his or her respective cellular working techniques.
Apple maintains a totally walled backyard on its platform: If you wish to launch an app that reaches the greater than 1.4 billion energetic iOS units worldwide, you haven’t any selection however to do it via the App Store. That requires agreeing to Apple’s phrases, together with giving the corporate remaining approval over your app and the content material inside it.
Android is a essentially extra open ecosystem; Google permits third events like Amazon and Samsung to function their very own app shops. In reality, when Epic launched Fortnite on Android in August 2018, it launched it exterior the Play Store. The firm relented greater than 18 months later, bringing Fortnite to the Play Store in April 2020 — but it surely did so reluctantly, saying that it felt it had no different selection as a result of “Google puts software downloadable outside of Google Play at a disadvantage.” (File that away for later.)
Money is the important thing motive that Epic — and lots of different corporations that publish cellular apps — have an issue with the iron grip that Apple and Google preserve over their marketplaces. As we defined above, App Store and Play Store builders are compelled to course of in-app purchases by way of Apple’s and Google’s personal billing techniques. And Google and Apple take a 30% reduce of each single transaction for digital items and providers (other than subscriptions, for which the fee drops to 15% after a person has been subscribed for one yr).
For builders, that’s simply the price of doing enterprise — the toll they must pay with a purpose to entry the huge international audiences that use the App Store and Play Store. And, in fact, that income is generated by the apps but goes to the distributor as a substitute of the developer.
How a lot cash are we speaking about? The App Store generated an estimated $61 billion in sales of digital goods and services in 2019, in accordance with a latest research by an economics agency (a research that Apple itself touted, so presumably the numbers are dependable). Some of that complete consists of subscriptions, so the maths is fuzzy due to the differing commissions. But let’s say half of the $61 billion got here from subscriptions and the opposite half didn’t — if that have been the case, Apple’s reduce of the overall in 2019 would’ve been north of $13.72 billion. And that might be about 28.5% of the corporate’s complete providers income for the calendar yr, which amounted to $48.13 billion. (Note that in August 2008, one month after the App Store launched with its 70/30 income cut up, Apple’s then-CEO Steve Jobs advised the Wall Street Journal, “We don’t expect this to be a big profit generator.”)
Google hasn’t revealed the identical sort of gross sales knowledge, however analytics agency Sensor Tower estimated that Play Store users spent $24.3 billion in 2019. If we do the identical calculation, splitting that determine evenly between subscriptions and every little thing else, we get an estimated fee income for Google of greater than $5.46 billion.
For their half, Apple and Google say their commissions are a good price for the service they’re offering — not simply the logistics of distributing apps (like bandwidth prices) and processing transactions, however the security and safety of those authorized ecosystems. The thought is that nobody getting an app from the App Store, for instance, has to fret that they may be downloading malware onto their iPhone.
But app makers would favor that Google and Apple take a much smaller reduce of gross sales, particularly since — within the builders’ opinion — the truth of the cellular software program market is that they haven’t any viable various to paying that toll. And lately, they’ve begun to publicly air this grievance.
In March 2019, Spotify filed an antitrust complaint against Apple with the European Commission, the governing physique of the European Union. The streaming music firm alleged that the App Store tips “purposely limit choice and stifle innovation at the expense of the user experience,” and characterised the 30% fee as a “tax.” Spotify additionally identified that Apple operates its personal streaming music service, Apple Music, and mentioned that the App Store’s 30% fee — since it will apply for Spotify however not Apple Music — features as an anti-competitive coverage.
In June 2020, the European Commission opened two antitrust investigations into Apple, one concerning the App Store and one other for Apple Pay. Companies comparable to Epic Games and Match Group, the proprietor of Tinder, have spoken out in support of the investigations. Sweeney, Epic’s CEO, advised the Washington Post that “the iOS App Store’s monopoly protects only Apple profit, not device security.”
All of that was a preface to Epic firing its personal salvo on this battle: submitting lawsuits in opposition to Apple and Google after they eliminated Fortnite from their app shops.
Why did Epic Games file lawsuits in opposition to Apple and Google?
On Thursday, Epic filed separate civil fits in opposition to Apple after which Google in U.S. federal court docket, accusing the businesses of antitrust violations.
There are some variations between the 2 complaints, since Android isn’t a closed ecosystem like iOS. And the one in opposition to Apple begins with an evocative reference to “1984,” Apple’s memorable 1984 Super Bowl business, which launched the Macintosh private pc with an allusion to George Orwell’s 1949 novel Nineteen Eighty-Four. (This is related as a result of Epic parodied the advert in a Fortnite occasion on Thursday known as “Nineteen Eighty-Fortnite,” which launched the corporate’s #FreeFortnite campaign.)
But the thrust of each fits is identical: Epic alleges that Apple’s and Google’s respective strangleholds on app distribution and cost processing quantity to anti-competitive practices that preserve monopolies in these two markets. The complaints cite violations of the Sherman Antitrust Act, the 1890 federal legislation governing enterprise competitors; California’s Cartwright Act, which is actually a state-level model of the Sherman Act; and California’s Unfair Competition Law.
If Epic have been to reach these lawsuits — an end result that might presumably contain court docket rulings or authorized settlements forcing Apple and Google to alter their insurance policies — the corporate would hold a better share of income from, say, purchases of Fortnite V-Bucks. So Epic has a transparent monetary incentive right here. Indeed, in Apple’s assertion about eradicating Fortnite from the App Store, the corporate mentioned that “[Epic’s] business interests now lead them to push for a special arrangement.”
However, Epic says in its lawsuits that particular therapy is exactly what it doesn’t need. Instead, it’s in search of elementary adjustments to the way in which that Google and Apple do enterprise with everybody on their software program marketplaces.
“At the most basic level, we’re fighting for the freedom of people who bought smartphones to install apps from sources of their choosing, the freedom for creators of apps to distribute them as they choose, and the freedom of both groups to do business directly,” Sweeney said Friday in a Twitter thread.
Here’s what Epic asks for in its complaint against Apple:
Epic is just not looking for financial compensation from this Court for the accidents it has suffered. Nor is Epic looking for favorable therapy for itself, a single firm. Instead, Epic is looking for injunctive aid to permit truthful competitors in these two key markets that straight have an effect on tons of of tens of millions of customers and tens of hundreds, if no more, of third-party app builders.
And right here’s the very related language from Epic’s complaint against Google:
Epic doesn’t search financial compensation from this Court for the accidents it has suffered. Epic likewise doesn’t search a facet deal or favorable therapy from Google for itself. Instead, Epic seeks injunctive aid that might ship Google’s damaged promise: an open, aggressive Android ecosystem for all customers and trade members. Such injunctive aid is sorely wanted.
(“Injunctive relief” is a authorized time period for a court docket order that stops somebody from doing one thing.)
The lawsuits distinction iOS and Android with the absolutely open ecosystems of associated platforms on computer systems — Apple’s personal Mac OS, and Microsoft’s Windows. In reality, Epic’s criticism in opposition to Google pointedly references previous antitrust litigation involving Microsoft, noting, “Two decades ago, through the actions of courts and regulators, Microsoft was forced to open up the Windows for PC ecosystem.” It goes on to say, “As a result, PC users have multiple options for downloading software unto their computers, either directly from developers’ websites or from several competing stores. […] Android users and developers likewise deserve free and fair competition.”
Epic says that if it weren’t for Apple’s prohibitions in opposition to non-Apple app shops on iOS, Epic would run its personal market and “would provide users the choice to use Epic’s or another third-party’s in-app payment processing tool.” In its criticism in opposition to Google, Epic alleges that “Google has eliminated competition in the distribution of Android apps using myriad contractual and technical barriers,” comparable to “intimidating messages and warnings” proven to customers who attempt to set up apps from sources exterior the Play Store. Even although Google permits third events to run their very own app marketplaces, the truth of the Android ecosystem, in accordance with Epic, is that “there is no viable substitute to distributing Android apps through the Google Play Store.”
For occasion, Epic accuses Google of forcing OnePlus, a smartphone producer, to renege on a deal it had made with Epic to place an Epic Games app (for the corporate’s video video games, comparable to Fortnite) on its telephones. The criticism quotes Google as expressing issues about Epic having the ability to set up and replace apps whereas “bypassing the Google Play Store.”
As for the cost processing facet of the lawsuits, Epic describes the 30% fee that Apple and Google cost as “exorbitant,” and says that the price “forces developers to suffer lower profits, reduce the quantity or quality of their apps, raise prices to consumers, or some combination of the three.” Epic demonstrated this neatly in its authentic V-Bucks price drop on Thursday, discounting the forex by 20% for patrons who reduce out the intermediary — Google or Apple — and purchase V-Bucks straight from Epic. After the price reduce, the corporate was capable of say in its lawsuit in opposition to Apple that “Epic is compelled, like so many different builders, to cost larger costs on its customers’ in-app purchases on Fortnite with a purpose to pay Apple’s 30% tax,” describing that state of affairs as an “anti-competitive harm.”
Epic additionally asserts that the one motive the price is that prime is due to the monopoly energy that the businesses wield over the app distribution and cost processing markets on iOS and Android. (Epic factors out that third-party cost providers comparable to PayPal and Square cost a processing price within the realm of 3%, one-tenth of the app retailer fee.) Whether it’s Apple or Google, every firm “coerces developers into using its own in-app payment processing,” in accordance with Epic.
Because app builders can’t keep away from paying the 30% price to Apple and Google, it generally makes extra monetary sense for them to supply a worse buyer expertise — one other “anti-competitive effect” of the fee that harms customers, in accordance with Epic. One long-standing instance Epic doesn’t cite is that the App Store fee is the explanation you can’t buy Kindle e-books in the Amazon or Kindle apps on iOS. Amazon doesn’t wish to give Apple a 30% reduce of e book gross sales, so it forces iOS customers to go exterior the apps and make purchases in an online browser (or in an app on a special platform).
Another downside with Apple and Google dealing with all of the funds themselves, Epic says in each authorized complaints, is that “Epic is unable to provide users comprehensive customer service relating to in-app payments.” The firm provides, “[Apple/Google] has little incentive to compete through improved customer service because [Apple/Google] faces no competition and consumers often blame Epic for payment-related problems.”
The level of all these costs from Epic is not only to argue that Apple and Google preserve distribution and cost monopolies on their app shops. Antitrust legal guidelines are written in such a means as to guard competitors for the advantage of customers, so it behooves Epic as an example the methods by which Google’s and Apple’s practices are harming customers, not simply the businesses’ potential opponents.
As for the end result of those lawsuits, properly, it’s far too early to have any indication proper now. For occasion, Apple has been combating a class-action antitrust lawsuit in opposition to its App Store practices for nearly a decade now. The Supreme Court dominated in 2019 that the case, Apple v. Pepper, might proceed as a class-action swimsuit, however didn’t determine on the antitrust issues at problem. (For extra, take a look at our report on Epic’s antitrust lawsuits with feedback from authorized specialists.)
In reality, with the court docket battles that lie forward amid the backdrop of an elevated urge for food for regulation of Big Tech — in each the U.S. and EU — we might not know for years how Epic’s lawsuits in opposition to Google and Apple will prove.