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Epic Games has filed a lawsuit against Apple Inc - legal docs available here - because they don't want to be limited to the App Store for payments. Apple has instructed Epic games to remove the ‘Epic direct payment’ feature, and since Epic has refused, Apple has blocked Fortnite from the App Store, removing everyone’s ability to install and update the game on iOS devices. Yes, this means that you will not be able to update the app, so once Chapter 2 - Season 4 begins you're stuck unable to access any new content or the new Battle Pass.
In the opening lines of the suit, Epic reminds Apple of their legendary 1984 advert directed by Ridley Scott.
" In 1984, the fledgling Apple computer company released the Macintosh—the first mass-market, consumer-friendly home computer. The product launch was announced with a breathtaking advertisement evoking George Orwell’s 1984 that cast Apple as a beneficial, revolutionary force breaking IBM’s monopoly over the computing technology market.
--- Fast forward to 2020, and Apple has become what it once railed against: the behemoth seeking to control markets, block competition, and stifle innovation. "
This ad, which has been shown on all of Fortnite's social media channels, acts as a rallying cry for the Fortnite players to demand change from Apple.
"Join the fight to stop 2020 from becoming "1984""
This ad in itself may just be a 'simple' homage among many that have revived or copied the Apple 1984 ad. Backed with an actual lawsuit and a massive smackdown attitude on social media, Fortnite just upped the ante for all brands, while challenging the Goliath.