Epic vs. Apple: The Battle That Changed Everything

In 2020, Apple and Fortnite went to war.

Epic Games, the creators of Fortnite, took on Apple in an attempt to break the App Store’s monopoly on 1 billion iPhones. The result? A $70 billion lawsuit that would change the tech industry forever.

The Shocking Story of Epic Games vs Apple

For years, Apple had a tight grip on the App Store. Every app wanting to reach iPhone users had to:

• Pay Apple 30% of all revenue
• Use Apple’s payment system
• Follow Apple’s strict rules

Then, Epic Games—creators of one of the world’s most popular games—decided to fight back.

The Plan: "Project Liberty"

Epic had a secret weapon, codenamed "Project Liberty." On August 13, 2020, they updated Fortnite to include a direct payment option, letting players buy in-game items 20% cheaper by bypassing Apple’s system.

This was a direct violation of Apple’s rules, and Epic knew Apple would respond quickly.

Within hours, Apple removed Fortnite from the App Store. But Epic was ready. They launched a massive PR campaign, even including a parody of Apple’s famous "1984" commercial—and filed a lawsuit against Apple.

A Coordinated Attack

Epic’s plan was no accident. In fact, it was a months-long preparation.

They had a pre-made lawsuit ready, a marketing campaign in place, and a media strategy that was set to go live the moment Fortnite was pulled. It was no longer just about Fortnite—it was war.

The Argument: Apple’s Monopoly

Epic’s argument was simple but powerful: Apple’s 30% cut was not just high—it was illegal. They claimed Apple was monopolizing the App Store by forcing developers to use its payment system and prohibiting them from offering alternative payment methods.

The Explosive Trial

The trial was intense. Both sides revealed damaging information about each other. Apple exposed internal documents showing Epic had orchestrated the entire confrontation, including their PR campaign months in advance.

The Court’s Decision

The court ruled that neither side was completely right:

• Apple wasn’t a monopoly, but their anti-steering rules were illegal.
• Apple must allow developers to mention other payment options.
• Epic had breached their contract with Apple.

Both sides claimed victory, and both sides appealed. But something much bigger was happening...

A Revolution in Platform Dependency

This wasn’t just about Fortnite anymore. It was about power in the digital age. Epic showed that even the biggest tech companies could be challenged. The battle sparked a revolution in how creators think about platform dependency and owning their audience.

The reason this story resonated with me—and should resonate with you too.

It reinforces the lesson:​
Epic Games had one clear goal: Don’t build your business on someone else’s platform. By bypassing Apple’s payment system, they showed the danger of relying too heavily on any single platform, even one as dominant as Apple. This battle wasn’t just about Fortnite—it was about creators taking control of their audience relationships.

That lesson hit home for me and became the reason I decided to take my Everything Apple newsletter seriously.
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​After running iGeeksBlog.com for over a decade, I realized I needed a direct way to connect with you, my readers, without the interference of algorithms or platform rules. A space where I could share everything Apple—from product updates to deep dives—without worrying about being censored or shut down.
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By focusing on this newsletter, I could own my audience relationship, which allowed me to:

• Build trust with readers who care about Apple.
• Diversify my revenue streams, so I’m not dependent on a single platform.
• Speak freely, without the risk of being “deplatformed.”

This is the same approach I encourage you to take, whether you’re a creator, entrepreneur, or Apple fan. Owning your audience relationship is the key to building something independent, sustainable, and lasting.
​

Building an independent, direct relationship with your audience is key to future-proofing your business and avoiding the risks that come with platform dependency.

Last but not least.. Do you think it’s important to build your own platform or audience, or is relying on giants like Apple and Google still the way to go?
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Hit the reply button and share your thoughts..

Thanks for joining me on this journey. I’m excited to continue sharing my passion for Apple and helping you build something of your own.

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