Apple agreed to sponsor one of Epic Games' biggest mobile competitors

The day after the launch of Fortnite Season 4, Apple wanted to sponsor one of Epic Games' main smartphone rivals, PlayerUnknown's Battlegrounds.

Apple agreed to sponsor one of Epic Games' biggest mobile competitors

Apple said it had taken the decision to ban Fortnite again from the developer tools required to update games on its mobile devices. Rubbing insult to injury of its new opponent Epic Games, the Apple App Store is marketing Fortnite's biggest rival, PlayerUnknown's Battlegrounds, the day after Fortnite Season 4. Apple is fighting back after Epic's ability to use its huge following to push the tech company into its continuing legal fight. 

The decision against Epic Games comes in the midst of a fight over whether Apple's tight control of the App Store and its 30 per cent revenue reduction counts as monopoly power conduct. Apple pulled Fortnite out of its online mobile app marketplace on August 13 after Epic launched an update that prevents revenue sharing with the iPhone manufacturer.

Shortly afterwards, Epic Games revealed that it had filed a lawsuit against Apple for unreasonable and anti-competitive behaviour. Apple then revoked the rights of Epic Games to upgrade or create new content for the Fortnite mobile version, though players who would have the game on their phones before it was removed from the App Store will still be able to enjoy Fortnite Chapter 2 Season 3.



Fortnite Season 4 released on August 27th, featuring a large cast of Marvel heroes. Unfortunately, smartphone users are unable to experience all that Season 4 has to bring, as Epic Games is unable to update Fortnite on mobile devices. After all, Apple became swift to take this chance to advertise one of Fortnite's main smartphone rivals on its front page of the App Store. The very first thing iPhone users see before opening the Mobile App Store is a major commercial for PlayerUnknown's Battlegrounds, among the first Royal Fight Games that has added significantly to the success of BR recent games. The ad reads "PUBG Mobile's New Era" and mentions that perhaps the famous Royal Fight is going to make a complete transition. 

Apple wouldn't really allow users of its famous smartphones to download applications from anywhere other than its App Store. The Silicon Valley-based tech giant informed Epic that it would cut off access to the resources needed to customize iPhone-powered operating system software. Judge's decision also stopped Apple from cutting off Epic's access to developer tools for its game engines that power digital graphics. Apple argued that Epic was placing Fortnite players in the middle of a growing fight between the companies. 

To be honest, it's not like Fortnite suffers in almost any way from a lack of mobile players. Over the past three years, Fortnite has regularly been one of the top-ranked games on Twitch, while PUBG has significantly decreased in importance. Epic Games itself taken several shots on Apple following Fortnite's removal from the App Store, featuring parody merchandise, parody advertisements, and the # FreeFortnite hashtag competition. This only makes perfect sense that Apple will want to respond, but that should have dug a little deeper than supporting a poorly run game with a much-limited player base.


Apple argued that Epic was putting Fortnite players in the middle of a growing fight between the companies. It seems to be fun, though, to watch two mega corporations fight a very public legal battle while still playing hard in the sandbox. Epic Games vs. Apple is a really significant event for mobile developers? There's no question about it. Are businesses still behaving like girls, using their resources to throw shade at each other? It seems to be total.

This new stunt may not be enough to rocket PUBG back to the Fortnite-like levels of popularity it used to enjoy, but it's definitely great marketing. 

Apple no longer provides Epic to upload apps or updates through a developer account.

Games with previous versions of Fortnite can still play on iPhones or iPads and would have to rely on Apple's transfer payment service.

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