A challenge was launched. Epic added a new payment option to the game to avoid Apple’s 30% share of sales from developers through the app store. < / P > < p > obviously, epic already knew that it would be expelled from the app store for blatant violations of Apple’s rules. Hours after epic made changes to its app, apple dropped fortress night. Soon after, epic filed a lawsuit against apple, claiming that Apple had an unfair competitive advantage by setting rules for the only distribution channel for apps on the iPhone. Epic also held an event inside fortress night to mimic Apple’s iconic Mac ad “1984” to mock Apple’s current monopoly power. This is an epic battle for epic. Moreover, this is also the latest battle for large technology enterprises to challenge Apple’s app store policies and rules. Epic hopes to seize the current public’s opposition to the technology giant and challenge Apple’s dominant position in the mobile application ecosystem. < / P > < p > in the past year or so, we have seen more and more companies express their dissatisfaction with Apple’s App Store bonus system more openly and actively. Some of them even took epic’s action as an opportunity to “knock down” apple. < p > < p > last year, spotify filed an antitrust lawsuit against apple in the European Union, and just hours after fortress night was removed from the app store, spotify issued a statement in support of epic. Match group, the developer of popular dating apps such as tinder and ginger, also announced support for epic’s move. < / P > < p > recently, more and more famous brand enterprises have openly opposed Apple’s policy of 30% in the app store, and other policies have also been opposed. < / P > < p > both Microsoft and Google have new video game streaming services, but due to Apple’s regulations, the two companies are unable to put their applications in Apple’s app store. Last week, apple said it was because it couldn’t evaluate each game offered in the streaming service separately. Earlier, Microsoft said Apple would not allow its new service to run on the iPhone, which disappointed fans. < / P > < p > and then tile, a company that specializes in making location tags for lost items, and SONOS, a networked speaker maker that competes with apple in hardware and music software. Both companies are critical of apple and even testify in Congress accusing apple of controlling the market for mobile apps. < / P > < p > the companies that publicly challenge apple are not small companies. For example, Epic Games alone has a private valuation of $17bn and is backed by Tencent, a Chinese Internet giant. There are lawyers, money, and anger behind all these anti Apple companies, enough to make the fight drag on as long as it wants. In addition, the most important thing is that they have the ability to bear a little business loss caused by being taken off the shelf, while other small app developers, although suffering from apple for a long time, dare not speak out for fear of being revenged. As important as money is the user base. Epic’s game fortress night has at least 350 million registered users and plays billions of hours a month. Match group’s dating app has more than 10 million paid users and tens of millions of free users. Microsoft and Google’s video game services have more potential to turn video games into massive, Netflix like subscription services. The beauty of epic’s declaration of war is to use its huge fan base to oppose Apple’s policies, which portray apple as the evil giant it once fought against. Hey, kids, do you want to play fortress night on your iPhone? Well, sorry, you can’t play. Blame apple. I have a feeling that this will not be the last company to take this position. At the cost of a short-term blow, in the hope that apple can make some concessions. Another important thing about this is that Google also took “Fortress night” off the shelves on Thursday. Google, which runs Google play, the main app store for Android devices, also gets a 30% share of Google play’s purchases. But Google said users can still download fortress night through other third-party app stores so they can continue to play the game on Android devices, but Apple does not allow third parties to operate the app store on the iPhone. < / P > < p > although Android dominates the smartphone operating system market, apple is generating more sales through its app store. Take epic, for example, and sensor tower, a research firm, has generated more than $43 million in sales through Apple’s app store in the past 30 days. Over the same period, sales on Google play were just over $3 million. < / P > < p > if you’re an application developer and you want to make money, you have to start with apple. That means you have to follow Apple’s rules even if you don’t want to. < / P > < p > but now, because of the offensive launched by manufacturers, all kinds of fighting has spread to the public view. If that momentum continues, Apple will have to make some concessions to ease the tension.