Epic is the first in history to deliberately challenge Apple by bringing its own payment method to Fortnite on iOS version, bypassing the App Store’s 30% fee. Immediately, Apple removed Fortnite from the iOS app market. A few days later, appearing on the front page of the App Store is PUBG, the number 1 competition with Fortnite.
Next, Apple threatened to cut off support for Unreal Engine (Epic’s game development platform) accounts. Although the court does not allow Apple to make the move, it is clear that Tim Cook does not need to blow the opponent to hurt: according to Epic’s own assertion, many developers have abandoned the Unreal Engine for fear of the future. precariousness of this background.
And yet, Apple threatened to remove the Fortnite login feature, Epic hurriedly “screamed”. But a few days later, the Apple family bluntly declared to The Verge and Fox Business: No, Apple has no intention of doing so. As such, the Fornite development has entered the Apple media trap.
The most salty, Tim Cook’s company has blatantly stated that Fortnite is running out of time: in July 2020, interest in Fortnite has dropped by almost 70 percent from October 2019. Epic sued just to get attention back with its # 1 game.
One of the first Epic supporters was Spotify. In 2019, Spotify filed a lawsuit against Apple over a 30% fee that developers must share with Apple. Apple’s response to Spotify is as complete and clear as it is with Epic: in the eyes of the Apple family, the world’s No. 1 music streaming service simply wants to fully enjoy the advantages of the user community. , development tools, secure payment systems … without spending a penny on the App Store.
But “salty” is the way Apple describes its rival and itself. While both Apple and Spotify can be seen as platforms for other people’s products, Tim Cook’s company can still turn itself into a hero and Spotify is the enemy of the music world:
“Spotify not only tries to take advantage of the App Store, but also artists, musicians, music writers … This week, Spotify filed a lawsuit against music producers after the US Copyright Commission demanded that they pay additional royalties..
By creating content markets, Apple creates new opportunities not only for us, but also for artists, creators, start-ups, big idea madmen … They I hope Spotify continues to succeed. After all, that’s the goal of the App Store“.
In January 2017, Apple and Qualcomm started lawsuits over patent fees for cellular connectivity and 4G modem chips. In the war that spanned from iPhone X to iPhone 11, Qualcomm didn’t sell Apple any modem chips – iPhones, iPads, and other Apple devices had to switch to modem chips from Intel.
It is not until all competitors have entered the 5G era – and also when the Intel modem loses to the Qualcomm modem, the two sides consider reconciliation in early 2019. But while the CEO of Qualcomm excitedly announced Tim Cook bluntly called Qualcomm’s franchise model “illegal” on these peaceful developments.
Just three months later, the $ 4.5 billion agreement between the two sides was announced. Shares of Qualcomm spiked as soon as the announcement was made, with the CEO again saying “very excited”.
On the other side, Tim Cook not only said “satisfied” but also announced the $ 1 billion deal to buy back 5G chip development from … Intel. That is the real message of the Apple family: the deal is only temporary, Apple still has enough money to prepare for a day of revenge, removing Qualcomm from the iPhone.
As an advertising platform, Facebook is one of the very few companies that have been “stifled” by Apple (rather than Apple and then got hit back). After the scandal of selling user data for political purposes of Facebook, Apple CEO Tim Cook sarcasm Facebook, calling the company “sell” users – or more accurately, their information.
Not a medium hand, Facebook has always tried to anger Apple. In Epic’s case, Facebook fueled the fire by claiming that Apple had not allowed the company to bypass its 30% business fee during the Covid-19 season. Then, Facebook intentionally posted a version of the app on iOS with the announcement that advertisers would have to pay more if making payments through Apple devices.
Silenced by the attacks from Facebook, Apple just … increasingly tightening the advertising mechanisms on iOS. At the end of August, Facebook itself had to cry out: when iOS 14 provides a feature that allows users to block the ad code of the device, Facebook’s Audience Network revenue will drop by 50%. There is indeed no better way to remind Facebook that, in the end, the No. 1 social network on the planet is still only the world’s highest-grossing mobile guest.
In 2016, an iPhone became the focus of the lawsuit between the FBI and Apple. According to the US Federal Bureau of Investigation, Apple needs to create an unlocking tool (backdoor) for the terrorist’s iPhone in San Berdino.
Apple firmly said no because it believed such a tool could be exposed and misused for malicious purposes. The FBI took Apple to court and immediately accepted “not careful”, “ignorant” criticism:
The lawsuit was later withdrawn when the FBI hired an Israeli company to hack the said iPhone. The FBI’s real wish for an “invincible” unlocking tool (because it was created by Apple itself) has yet to come true.