Epic Games is leading a revolution against Apple with its Epic Nineteen Eighty-Fortnite ad. The PR move, a parody of an old Apple ad, comes in defiance of the tech giant.
The Epic Nineteen Eighty-Fortnite ad is one for the books. It satirizes the legendary Apple ad nationally released in 1984. The original Apple ad itself attacks the “monopoly” of Microsoft, a parody of the novel 1984.
Now, the shoe is on the other foot as Epic Games is attacking Apple. The company is currently in a spat to sue Apple for its “monopolistic practices.” This move is about Apple removing Fortnite from the App Store.
Epic fights back after removal of Fortnite on iOS
Epic Games CEO Tim Sweeney is among the dissidents of Apple’s so-called “monopoly.” Apple has a stringent, closed-ecosystem policy that prevents devs from external payments. Apple also strictly controls its App Store, preventing streaming platforms like xCloud.
Today, Apple said Epic is seeking a special deal, but that's not true. We're fighting for open platforms and policy changes equally benefiting all developers. And it'll be a hell of a fight! https://t.co/R5A48InGTg
— Tim Sweeney (@TimSweeneyEpic) August 14, 2020
Epic tried to defy this through the “Epic Direct Payment” method. This process allows gamers to bypass the 30% cut that stores take from apps. By doing so, the company claims to return the savings to audiences.
In return, Apple removed Fortnite on the App Store, citing the payment method as the cause. Epic is not only filing a lawsuit against the tech giant this time around. They’re also weaponizing their audience by pushing their players to unite.
Epic Games pushing for revolution through PR move
The Epic Nineteen Eighty-Fortnite is a ballsy PR move against the tech giant. It puts Apple as 1984’s Oceania, the tyrannical superstate in the novel and movie. This parodies the Apple “1984” ad that set Apple in the ’80s as a free-market alternative.
Epic Games has defied the App Store Monopoly,” the ad says. “In retaliation, Apple is blocking Fortnite from a billion devices. Join the fight to stop 2020 from becoming ‘1984’.”
The PR move got its reinforcement through the Free Fortnite blog post on Epic. The post notes that, in Epic’s perspective, what the hubbub is all about. It tries to incite the fans of the game to involve themselves in the process.
“Apple has blocked Fortnite from the App Store, removing everyone’s ability to install and update the game on iOS devices, while instructing Epic to ‘remove the “Epic direct payment” feature,'” says the post. “Apple is keeping prices high so they can collect 30 percent of your payments, and is blocking Fortnite in order to prevent Epic from passing on the savings from direct payments to you! Join the fight against @AppStore on social media with #FreeFortnite.”
“Fortnite remains available on Google Play, PlayStation 4, Xbox One, Nintendo Switch, PC, Mac, GeForce Now, and the Epic Games app on Android. Your account, progression, and purchases also remain available on these platforms. Because Apple has BLOCKED your ability to update, when Fortnite Chapter 2 – Season 4 releases you will NOT be able to play the new Season on iOS. Make your voice heard with #FreeFortnite.”
Apple, at the moment, embroils itself in antitrust allegations against the App Store. Whether the Epic Nineteen Eighty-Fortnite will work is up in the air.
Featured image courtesy of Fortnite/Youtube Screenshot