Here’s the thing: Apple has spent billions upon billions of dollars developing an entire ecosystem: enticing hardware, a simple but attractive user interface, an App Store that requires all apps to be scrutinized for security issues, a payment system to reduce as much friction as possible in spending money.
Apple has not tried to please anyone and everyone - they have cultivated a very desirable demographic: primarily, one that spends more money than the average Android user. They also cater to a specific audience: better educated, better paid, conscious of social issues, concerned for security, wanting to look and feel like they own a superior device, and support a company that advocates for fixing the latest and greatest social injustice. That doesnt describe every Apple user, but Apple has nailed down the psychological aspect of their ecosystem and users.
Enter Epic - they are not bringing a utility (WeChat, bank apps, email) to this device where there is an obvious and lasting use-case. They are bringing a discretional app (game) which, let’s be honest, would not have that great an impact on people’s purchasing decisions. It’s a phone/tablet, not a dedicated video game system - if Apple or Google pulled Fortnite from their respective app stores, people would just go home and play it on their computer or videogame console.
Epic could not care less about the “underdog” or whatever other characters are being “harmed” in this arrangement. They do not care that Apple spent years cultivating the ecosystem and demographic such that people feel secure in what they download and are willing to part with their money because their iPhone gives them a warm and fuzzy feeling when a spinning arrow confirms their ApplePay purchase. That kind of conditioning and trust takes YEARS to develop and Epic feels they can waltz in and dictate what is and what is not a fair price. People don’t buy an Android because they can’t play Fortnite on iOS, but people DO buy an iPhone because of the perceived value, security, and trust that has been carefully established.
I give Epic a lot of credit for trying to compete in the digital download space on the PC, but their offerings hold little sway over Apple and give Apple zero incentive to hand over the keys to their security and walled garden. That Epic is trying to use the legal system to make more money on Fortnite shows how desperate they are and how clearly they see their demise without a Fortnite successor.