After removing Fortnite from IOS, Apple had been relatively quiet in its legal battle strategy against Epic Games — taking on multiple tackles and a communications campaign that established the apple brand as the big bad guy of all time.
The American multinational technology company is finally coming out of its silence, and sent a first retaliation on Friday. It has explained that Tim Sweeney, the CEO of Epic Games, would have first sought from Apple a "special treatment" for Epic games.
This directly contradicts Tim Sweeney himself, who has repeatedly stated during this week that he wants to be the paragon of ALL game publishers in the fight against the Apple tax of 30% on profits from online purchases on the App Store.
On August 13, by choosing to bypass the App Store's payment system and offering a direct payment mechanism via Fortnite, Epic Games knowingly declared war against Apple — inevitably exposing itself to having its flagship game removed from IOS. Epic Games had anticipated the move, and responded directly on social networks with a carefully planned communication: #FreeFortnite.
The company seems to be ready for a long fight. In Tim Sweeney's email dated August 13 and revealed this Friday, we learn that Epic Games is ready for a "several years arm wrestling if necessary".
By calling themselves pioneers of the liberation from the tax imposed by Apple on publishers using IOS, Epic Games has achieved a clever communication move, based on references to G.Orwell's work.
Original content by Romain "Zorg" Becquelin.
Epic Games maintains pressure on Apple with a brand new Fortnite tournament "across all platforms" and where the skin to be won is called Tart Tycoon.
