Epic can't get along with anybody. While they're still battling Steam on "who is the best PC launcher" they are now going after Apple for their 30% cut. 

Let's break it down. 

The Apple app store, just like all storefronts, takes a 30% cut of everything bought on it. It's how they make their money. It's an industry standard that has been going on since this entire storefront thing has been around.  

Well, Epic doesn't think that it's fair. In fact, they actually tried to circumvent that earlier today by announcing that both the iOS and Android versions of Fortnite is going to have a direct purchase option for V-bucks (the in game currency used to pay for various stuff). Not only can you purchases V-bucks directly from Epic, which circumvents the Apple App store and Google Play, you are also going to be getting a discount on it. The lowest option for V-bucks on both stores is 9.99, but buying them directly from Epic you can get the same amount of V-bucks for 7.99 - and Apple or Android doesn't get their 30% cut. Epic is calling this a "pro-consumer move".  

Currently, there are no savings if players use Apple and Google payment options, where Apple and Google collect an exorbitant 30 percent fee on all payments. If Apple and Google lower their fees on payments, Epic will pass along the savings to players.

Here is where I want to make note that last year Fortnite made 1.8 billion dollars, and Epic itself is valued at over $17 billion. 

It's not over, just yet. 

This new V-bucks system was announced at 9 AM today. At 3 PM today, Apple announced that they are kicking Fortnite off of their store front.  

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.

Now all of this is coming off of the cusp of Apple being in a lot of hot water over their revenue split. Epic isn't the only developer who has taken issue with Apple. Amazon, Spotify, and Basecamp have also said that the revenue split isn't entirely fair. In fact, Amazon had such a huge issue with it that they pulled their app from the Apple store because of Apple's cut on things like streaming videos and Prime Video subscriptions. This forced Apple to lower their cut from 30% to 15% to get Amazon to come back while simultaneously telling other developers that they will never lower the 30% fee. 

Apple has even stated that stuff like Microsoft's xCloud service, the Xbox Game Pass, and even Google Stadia will never come to any Apple device because it violates Apple's App Store guidelines of having to review everything put on the store and since those are streaming services that constantly change. There is no way for Apple to verify every single game on them. 

At the time of this writing, Epic as fired back at Apple for banning Fortnite from their store in this hilarious parody of Apple's own "1984" ad. 

Epic has also stated that they have filed an antitrust lawsuit against Apple. In fact, they even launched a #freefortnite web site to help garner sympathy to their cause. 

Personally, I don't have a leg in this fight. I don't like Fortnite, or even Epic for that matter, and I cannot stand Apple for a lot of different reasons - funny enough this would be one of those reasons. 

Both of these company's can rot for all I care, but this back and forth between two billion dollar company's who are both claiming to be the moral authority on this, is nothing less than well - epic. 

*Update* there has been an interesting development in this story. Google has just announced that they have also removed Fortnite from the Google Play store. In a statement, a spokesperson said:

The open Android ecosystem lets developers distribute apps through multiple app stores. For game developers who choose to use the Play Store, we have consistent policies that are fair to developers and keep the store safe for users. While Fortnite remains available on Android, we can no longer make it available on Play because it violates our policies. However, we welcome the opportunity to continue our discussions with Epic and bring Fortnite back to Google Play.

While you can still download and play it on Android devices, you can no longer download it from the Google Play store. 

It's interesting that both Google and Apple took the same stance on this considering Android has always been seen as the more open platform. 

*Update 2* Epic has filed a lawsuit against Google. In a statement Epic said " (Google) is using its size to do evil upon competitors, innovators, customers, and users in a slew of markets it has grown to monopolize".

This story just gets crazier and crazier. 

This has been James with Game Fix. Game on everybody! Unless of course you're planning to play Fortnite on iOS!