Fortnite Uses Apple’s Own ‘1984’ Ad Against It In Dispute Over Payments
Thursday, August 13, 2020
Epic Games, the video game developer behind the mega popular online game Fortnite, just posted a video criticizing Apple for removing the game from its App Store. Using imagery directly referencing Apple's own iconic "1984" ad, Epic Games's video (titled "Nineteen Eighty-Fortnite") positions Apple as a soulless corporate entity, shouting from a screen and demanding obedience from a black and white crowd. That is, until a woman in color shows up, and throws a Fortnite axe at the screen and shatters it. The following copy reads, "Epic Games has defied the App Store Monopoly. In retaliation, Apple is blocking Fortnite from a billion devices. Join the fight to stop 2020 from becoming '1984.'"
Epic Games (also being a corporate entity themselves) is making this charge over money. The company introduced a direct payment option within Fortnite to bypass Apple's 30% fee on in-app purchases. In retaliation, Apple pulled the popular game from its app store. Epic Games responded with both this video, as well as an antitrust lawsuit, alleging that Apple takes anti-competitive actions in order to "unlawfully maintain its monopoly."
In a statement to The Verge, Apple said that Epic had benefited from the App Store's ecosystem for years.
"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."
It's unclear, really, what George Orwell has to do with any of this.
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