So meta... Fortnite-maker Epic Games started a Battle Royale on Thursday by adding its own in-app payment system to bypass the "App Tax." The privately-owned video game maker, worth over $17B after a fresh fundraise this month, knowingly defied the App Store Empire:
Don't hate the player... hate the platform-player. Epic's lawsuits try to establish the App and Play stores as competition-crushing monopolies. This isn't a revolutionary call-out: for years, Apple has been getting heat for being a player in a marketplace it also controls. The Fruit has been accused of playing favorites with its own apps.
The App Store isn’t just a marketplace — it’s more like a public utility... We use apps to communicate, travel, shop, and eat. Google's Android controls 85% of the global operating system market, while Apple's iOS has 15% — every mobile app goes through their stores. These stores have created an explosion of opportunity for developers, but with caveats: Developers have to swallow Apple/Google's 30% sales tax on the mobile economy. Even Apple TV takes a 30% cut of $30 digital rentals for Disney's Mulan. All that could change with Epic's movement.