Apple should be allowed to be Apple just like a brick and mortar store like Best Buy is allowed to be Best Buy. I think when a comparison is drawn between Apple's storefront, the App Store, and any other brick and mortar business, it's easy to see the absurdity of what Epic is asking for.
Using Best Buy as my example, let's just say they have a gorgeous, huge, well stocked, impeccably maintained store that's visited by over 1.65 billion people (current active Apple Devices as of Jan. 2021). I want to sell my product in their store. Moreover, I've used some of their resources to help build my product and make it as good as it is. I ask what it takes in order to get my product on their shelves and they say, "30% of your profit...IF you profit. If you want to sell for free, you can be here for free." Great deal, right?
But why 30%? Well, maybe because every other store on earth does it. After all, does not EVERY STORE mark up their products to pay for the infrastructure and employee costs that help to make their store great? Not to mention all the other costs associated with running a business.
So I take that deal. After all, they've built this incredible store, that's located in the heart of an ecosystem of over a billion people, and I want to be a part of that. And part of my business model, which is really great, is that I don't actual sell my product in the store. I give it away for free! But if my customers want something a little extra to go along with it, well then they can make purchases in my product (app). THEN I end up paying the 30% cut.
This is fine for a while, but I get tired of paying. Why should I have to pay 30% of my profit? So I decide I'm going to make it so that my in-app currency can be purchased outside of the store but used in my app. What does the store say? "Ok." "Really, that's okay?" ... "Yep." "Well...cool!"
So that's great, but I still have customers choosing to buy my in-app offerings from the app itself, instead of going to my website, or let's just say, my other shop across town. I decide that it would be better for me if customers KNEW that they could get the product cheaper. So I ask, "Hey, can I indicate that these things I'm selling can also be purchased elsewhere?" And the store says, "Yep." "Really???" "Absolutely!"
So that's great...but I still have customers who don't want to travel somewhere else to get what they can get so conveniently right there in this huge store of which I'm a part. So they just buy in the big store, because it's so easy, and I end up having to pay that 30%. So I decide I want to change things up: I'm going to create a tunnel from my booth in this big store that connects directly to my other store across town (online) so that customers can instantly get out of this store and go and buy my stuff cheaper somewhere else.
And the store says, "Wait...that's really not okay." And I say, "Why?" "Well...you used some of our resources to make your app, you've benefited from the clean, well-kept, well-organized, immensely popular store, where we've prominently featured your product. You've been allowed to sell it for free and not pay anything unless customers want to buy in-app purchases, you've been allowed to tell them that they can get them somewhere else, but...it's crossing the line to actually take them away from our store. They're welcome to travel there of their own accord, but it's just not good business to be advertising your store while taking advantage of ours."
So I go a step further and say, "You know what...you're right. Instead of linking customers to my own store, I'm just going to build a little store right here in my booth. Oh, and you're not going to get a dime of my profits."
And the store...well...they kick me out. And I sue them...because I want to be a part of their ecosystem, use their resources, benefit from their environment, connect to their 1.65 billion customers...and I want to do it all for free.
That's where I see Epic and Apple, and I think that if any one tried what Epic tried in an actual, physical store, there'd be no debate about who's right.
This is just how business works. Even food trucks may their share. Imagine a food truck asking Disney World if they give their food away on main street and just charge for the extras. Disney says "Yes, but we'll take a cut of the extras." And once the food truck is there, they just stop paying. Bye bye food truck.
Apple is a privately owned company and they created a product that billions of people want. You can't go in and say that you deserve a spot in their store, a booth in their storefront, or a prime location on main street, and demand that they just give it to you for free. It's absurd. This whole thing is absurd.