Or planted in the folk monopoly voice. The night of the fortress was a strong attack, throwing out a 60 page indictment and strong legal backing. The 30% Apple tax is almost an open secret in the industry. In the past decade, with this proportion, Apple has been ranked first among the technology giants. However, the lambs slaughtered will not be satisfied one day. Night of the fortress has already taken the lead, and more people may rise to the top. < p > < p > in the new week, the contradiction between fortress night and apple has not been eased, but has been further upgraded. On August 17, local time, Epic Games, the developer of Fortress night, said Apple had told itself that it would disable all developer accounts of Epic Games on August 28 and cut off its rights to its IOS / Mac development tools. < / P > < p > “we would very much like to see the company as part of Apple’s developer project and keep their app in our app store,” Apple explained in a statement given that day. “The problem is caused by epic itself, and it can be easily resolved if they are willing to update their app to make it comply with their consent and applicability Rules for all developers. Apple won’t make an exception for epic. “. < / P > < p > the focus of the contradiction between the two sides is “Apple tax”, that is, the extraction rule of Apple App store. According to this rule, developers use the platform owner’s payment system in the in app purchase of digital goods, which will share 30% of Apple’s and Google’s revenue to developers. < p > < p > 30%. Although Apple has been collecting it for more than a decade, Epic Games is very dissatisfied with this. On Thursday, Epic Games launched a new feature to buy character clothing and weapons at discounted prices, which allows players to get a 20% discount on in-game currency as long as they pay directly to Epic Games. This new direct payment method can bypass Apple’s extraction mechanism. < / P > < p > Apple was challenged as the authority of the platform, so that night, apple immediately took action to remove “Fortress night” from its app store because Epic Games launched this payment method without permission. Three hours later, Google, another big platform, took a similar action, removing the game from the Google store. < / P > < p > since then, the two sides have been on the bar. “Fortress night” attitude is also very tough, even on the two giants of apple and Google, do not intend to give in. After being taken off the shelves, Epic Games filed a 60 page lawsuit in California’s Northern District Court, accusing apple of “imposing unreasonable restrictions and illegally maintaining a complete monopoly” on the internal purchase and distribution of its app. < / P > < p > it is worth noting that, according to the indictment, Epic Games said it did not intend to seek monetary compensation from apple, but asked the court to issue an injunction to end Apple’s “unreasonable and illegal practices.”. For Apple’s attitude, Beijing Business Daily reporter contacted apple, but as of the press has not received a specific reply. < / P > < p > it seems that night of fortress is prepared to challenge the giants. In addition to the 60 page “complaint”, Epic Games also hired Christine Varney, the head of the antitrust Department of the US Department of justice during the Obama administration; and “Fortress night” also launched a public debate and released a satirical video imitating Apple’s famous “1984” advertisement, pointing at the “Apple tax”. < / P > < p > for fortress night, the impact of being taken off the shelves by apple is obvious, after all, its main position is on apple. In the past month, fortress night received 2.4 million downloads and $43.4 million in revenue from app stores worldwide, according to sensor tower. So far, the total download volume of the game in the global app store has reached 133 million, and the cumulative revenue is $1.2 billion. < / P > < p > of course, the strength of Fortress night also lies in this, and the status of the game industry giant is very stable. According to a global game industry report released by Superdata, a market research firm, fortress night has dominated the list for two consecutive years, generating $1.8 billion in revenue in 2019 and $2.4 billion in 2018. In August alone, there were 78.3 million players on Fortress night. < p > < p > in fact, the night of the fortress has had a grudge against apple for a long time. As early as 2018, epic CEO Tim Sweeney called on companies such as apple and Google to substantially reform their business with third-party developers. < / P > < p > according to Sweeney, “apple, Google and Android manufacturers make huge profits from the apps they develop, but they can’t justify 30% of the harvest.”. Epic Games, on the other hand, has launched a game store on its PC, which charges only 12% of the price. < p > < p > whether Apple admits it or not, the revenue from the draw is indeed considerable. According to sensor tower, a research firm, users bought $61 billion of digital goods and services through Apple’s app store last year, and more than $30 billion on Google play. This means that the two giants will be able to draw a total Commission of nearly $30 billion. < / P > < p > it is worth noting that the revenue from software services, including app store, is currently Apple’s focus. According to Apple’s financial report for the third quarter of 2020, the revenue of services including app store reached 13.2 billion US dollars, with an increase rate of 15%; compared with the revenue of iPhone, which was 26.4 billion US dollars, only increased by less than 2%, accounting for only 44.25%. Wang Chao, a researcher at Beijing Institute of understanding and founder of Wenyuan think tank, points out that in general, Apple’s service revenue, including the percentage of music, movies, advertising and app store, accounts for 1 / 4-1 / 5 of Apple’s revenue, including the percentage of app store. It doesn’t account for much of the total revenue. However, from the perspective of profit margin, the gross profit margin of service income is very high, that is to say, although the proportion of overall profit is small, the efficiency of revenue is very high. < / P > < p > “Apple’s commission is at or below the level charged by most of its competitors and does not dominate the market share.” At an antitrust hearing at the end of July, cook defended the apple tax in this way. According to cook, Apple has not raised commissions or increased single fees since the app store was born more than a decade ago, or even reduced its consumption costs by reforming its subscription. < / P > < p > but that doesn’t mean the outside world will pay. After the rise of Epic Games, Facebook also stepped on apple. “We’ve approached apple to reduce the 30% cut, but Apple refused,” Facebook said Facebook bluntly said that apple “killed our plans to help small businesses.”. Spotify, which has sued apple, also strongly supports Epic Games. “We praise the decision and position of Epic Games. Apple’s improper behavior puts competitors at a disadvantage and deprives consumers of the right to choose for a long time.” < / P > < p > if we take a longer time line, there are already anti Apple tax lists. At the end of 2018, Netflix, a streaming media platform, announced that it would shut down the subscription function of IOS version due to dissatisfaction with Apple’s draw, and called on users to purchase membership rights on the web. Even Phillip shoemaker, former director of Apple’s app store, once said that 30% of the Commission is too high for Apple’s current business scale. The handling fee of credit card companies when processing transactions is about 3%. The app store should be closer to this proportion. Wang shangkuai has basically implemented this model for 10 years. Apple’s 30% draw is not high. According to the arrangement of the app store, there is no need to draw for in app purchases of e-commerce and physical products. Virtual purchases include game props. Apple users, especially paying users, have high ARPU value and high willingness to pay. Although Android has a larger market share, apple is far ahead in terms of revenue. Although Google and Apple’s app stores are not nearly 90% of the world’s app stores, they are not satisfied with this. < / P > < p > indeed, the goal of Epic Games is not so much “Apple tax” as apple and Google’s near monopoly status. However, it is not easy to charge apple with monopoly. At the hearing, cook has given reasons for refutation, such as Samsung in the mobile phone market, Microsoft in the computer market, and Google in the system. It seems that Apple has not reached the monopoly conditions. < / P > < p > even with the aftermath of the antitrust hearing, Epic Games is not likely to win in the industry. “Epic’s lawsuit will not have a significant impact on the entire app store industry. There were also companies that opposed Apple’s draw before, but there was no voice later. ” Wang Chao said that in the past, wechat had a conflict with apple because of the public reward problem. Later, the problems were solved, including some copyright video, film and music products. Now apple is exploring a package of solutions, which is not immutable. < p > < p > Yang Shijie also said that with the volume of Fortress night, it can’t survive in the market competition independently, and it must rely on the distribution of apple or Google App store to achieve growth. “Fortress night” this move, should be a kind of strategy, may cause Google or apple to their own draw rate drop, or to fight for a good platform to distribute resources.