It happened ! Few days ago Epic Games began to make incentive to push users to make direct payment instead of making them pay on the stores as you can see below :
This incentive was available on Google stores for months – as said by the compagnies the 30% fees related to the IAP seemed not ok. This is not a unique case, Spotify before them intended a trial against Apple where the European comission opened antitrust investigations regarding this 30% tax- not paid by Apple music. But It worth to say that Spotify was in direct competition with apple, which does not seems the case for Epic games.
However you can find the legal action by Epic game HERE.
‘This case concerns Apple’s use of a series of anti-competitive
restraints and monopolistic practices in markets for (i) the distribution of software
applications (“apps”) to users of mobile computing devices like smartphones and tablets,
and (ii) the processing of consumers’ payments for digital content used within iOS
mobile apps (“in-app content”). Apple imposes unreasonable and unlawful restraints to
completely monopolize both markets and prevent software developers from reaching the
over one billion users of its mobile devices (e.g., iPhone and iPad) unless they go through
a single store controlled by Apple, the App Store, where Apple exacts an oppressive 30% tax on the sale of every app.’
This incentive was available on Google stores for months – as said by the compagnies the 30% fees related to the IAP seemed not ok. This is not a unique case, Spotify before them intended a trial against Apple where the European comission opened antitrust investigations regarding this 30% tax- not paid by Apple music. But It worth to say that Spotify was in direct competition with apple, which does not seems the case for Epic games.
They continued with an amazing PR action lead by Epic Gameswith this amazing video :
They replied as well on social on Twitter with the hashtag #FreeFortnite and the legal action against apple:
« Epic Games has defied the App Store Monopoly. In retaliation, Apple is blocking Fortnite from a billion devices. Visit http://fn.gg/freefortnite and join the fight to stop 2020 from becoming « 1984 » »
However, it well known Apple cares about the app store policy and any violation is always punished ! This is not the first time it happens, many business were banned of the store for violations.
The store violation is here related to the store purchase, each IAP has to give back 30% fees to Apple ! By trying to make incentive to make the user not pay with Apple Epic Games won to be out of the store on iOS.
Below the compagny statement shared on the Verge:
‘Today, Epic Games took the unfortunate step of violating the App Store guidelines that are applied equally to every developer and designed to keep the store safe for our users. As a result their Fortnite app has been removed from the store. Epic enabled a feature in its app which was not reviewed or approved by Apple, and they did so with the express intent of violating the App Store guidelines regarding in-app payments that apply to every developer who sells digital goods or services.
Epic has had apps on the App Store for a decade, and have benefited from the App Store ecosystem – including its tools, testing, and distribution that Apple provides to all developers. Epic agreed to the App Store terms and guidelines freely and we’re glad they’ve built such a successful business on the App Store. The fact that their business interests now lead them to push for a special arrangement does not change the fact that these guidelines create a level playing field for all developers and make the store safe for all users. We will make every effort to work with Epic to resolve these violations so they can return Fortnite to the App Store.’
The cherry on the cake the tweet of the CEO of Epic games in late July « Apple has gone crazy « that can sum up this insane situation !
Fortnite on iOS in July :
+2 000 000 Installs on iPhone
+31 000 000 $ CA on iPhone
+14 000 000 DAU on iPhone
