I’m livid with Apple.
I could leave this statement here and I’m sure there would be more than enough people that have had some kind of gripe with the most successful tech company in the world to start a flurry of furious comments and a torrent of abuse. And I just want to be clear: I’m a massive Apple fan. I’ve had nothing but Apple products and have a very close affiliation with the brand – a deeper connection than many may know – so this pains me somewhat.
Let’s start simple, and with the Epic Games fiasco that happened earlier this month. To recap, and for those that don’t know:
- In mid August Epic released an update for the hugely popular Fortnite across Android and iOS.
- This update allowed players to bypass Google and Apple’s digital payment system (through the App Store) and pay Epic directly. This meant that both Google and Apple would not receive their percentage cuts in sales – Apple and Google both charge 30% of all sales as commission.
- Fortnite was kicked off both the Google Play Store and the Apple App Store, but was reinstated not long after on Google Play.
- Apple filed a lawsuit citing breach of contract, and Epic filed a counter lawsuit trying to force Apple to relist the game. This failed.
- Apple then revoked Epic’s developer tools and access to dev kits for the Unreal Engine, a game engine a large majority of independent game developers use, meaning that many games on the App Store would be unsupported.
- Finally, it emerged that Epic had tried to negotiate a separate payment method with Apple a month before this had all kicked off, but it had been rejected by Apple.
- The move by Apple is expected to have cost Epic up to $26m USD, with ongoing costs.
I don’t want to dwell on the Apple and Epic battle just now – although there is a lot to talk about here. Issues on both sides, and both parties are at fault. In this particular case however, it appears that Epic is acting a little bit like a spoilt and petulant child. Epic has a legally-binding agreement with Apple; it had previously approached Apple to set up an independent payment method which had been rejected, but it decided to go ahead and do it anyway. Despite all of this, I have to caveat that Apple are probably the most vigilant with people’s data, the apps that are available always work and they’re not loaded with spyware.
On the other hand, Apple has been profiteering from all developers that use its platform and a lot of developers find this infuriating. Having said that, Apple (and Google alike) have an incredible reach, a reach that wouldn’t have otherwise been possible without the proliferation of mobile gaming, opening up the games industry to a much wider and much more casual user-base. Gaming has been revolutionised by the App Stores and video game literacy has been enhanced by the accessibility that these platforms allow. And, let’s be honest, you’re always going to have to pay to reach an audience – whether that’s through advertising campaigns, access fees or however else.
Anyway, that’s bubbling away and we’ll see what happens, but I don’t expect this to be resolved anytime soon.
But I do want to talk about the absolute short-sightedness of Apple and how, if it doesn’t buck up it’s ideas, it will be left behind. This isn’t a warning, but more an observation. I mean, I’m in no position to question Apple’s business – after all it’s the first company to be valued at $1t and $2t USD respectively. But I do think there is now a real disconnect like never before.
Why? Simply, and it pains me to say this, but because of Microsoft.
In September Microsoft finally released its game streaming service to all Games Pass holders. It’s a service I’ve been aching to get into having tried it last year at Microsoft showcase event. In short you’re able to play any of your games (those compatible with this service – and there are over 150 games) over the cloud. This means that you can pick up where you left off and access your game and the saves through the Xbox Games Pass app on your mobile device and play literally anywhere in the world. All you need is a compatible controller. The service was made available on Android devices, but looking through my Games Pass app I couldn’t see it. I duly called Microsoft and asked where it was, only to be told that it wasn’t coming to Apple devices any time soon, despite it having gone through beta testing on iOS. It turns out that Microsoft had, in fact, released a statement in August that had passed me completely outlining it wouldn’t be able to launch the cloud gaming service on iOS devices.
“Unfortunately, we do not have a path to bring our vision of cloud gaming with Xbox Game Pass Ultimate to gamers on iOS via the Apple App Store. Apple stands alone as the only general purpose platform to deny consumers from cloud gaming and game subscription services like Xbox Game Pass.“
Obviously, the first question here is why. It turns out that Apple require Microsoft to submit ALL games available on the service for review. Now, considering all games on Microsoft platforms have had to go through rigorous submissions processes, as well as attain an age rating, it just seems Apple is making developers jump through hoops unnecessarily. In addition to this, Mircosoft isn’t offering these games as playable apps on the store, but rather just the streaming service. Much like Twitch, Discord or even Roblox – which is a mess in itself. And, just to add more insult to injury, you can Stream Steam from your PC to you Apple TV – which is no different to what Microsoft want to do on mobile devices!
All of the aforementioned are available and free to download as streaming services. How Apple considers this anything else is ludicrous. It’s also baffling that Apple are willing to take on one of the biggest game publishers in the world as if they were competition. I want to make it clear – Apple does not compete with Sony, Microsoft, Nintendo or even Steam. Apple’s audience for gaming is a very different demographic than that of consoles, and gamers want to have an extension of their gaming service through the devices they already own. Otherwise they’d have to go down the route of Nintendo and buy a portable console device like the Switch, a non-viable option for a plethora of reasons we’re not going to go into right now. But even more bizarrely, Apple wants Microsoft to adapt it’s game library (on a game-by-game basis) that offer any additional item purchases through the App Store. It’s not hard, Apple, the app is a portal to your content and games, in much the same way as your banking app is a portal to your bank account.
Luckily head of Xbox, Phil Spencer, has said that Microsoft were not going to abandon their efforts on iOS.
“For us, this is about gamers having great access to the content from the creators they love on the devices they own.
“There are over 3 billion people who play video games today–many of them play on phones–and we’re committed to bringing Game Pass to all phones out there, including Apple Phones,” Spencer said. “We’ll continue the conversations and I’m sure we’ll get to some resolution.”
At the time of writing this, there has been more news developing around Apple and the way in which in conducts its business with third party developers. A new Coalition for App Fairness has been announced, a non-profit group that is challenging Apple and its App Store rules. Epic Games has been one of the founding members, but notably Spotify and Match Group (responsible for Match.com and affiliated dating sites) are also members, with many other companies supporting; Microsoft being one of the supporters of the movement.
A statement from Horacio Gutierrez, head of global affairs at Spotify: “As enforcers, regulators, and legislators around the world investigate Apple for its anti-competitive behavior [sic], The Coalition for App Fairness will be the voice of app and game developers in the effort to protect consumer choice and create a level playing field for all.”
Apple is at the risk of losing its audience and its users. And I don’t say this lightly. From the price of their mobile devices to the restrictions on developers, it feels as though Apple is losing touch with what its users want and now need. If Apple is trying to compete in the game space, it’s going to find that it falls hard. Short of offering a console, Apple can’t and shouldn’t try to compete in the same space as the big platform holders. Apple TV is a great thing, with Apple Arcade also being a great entry point for people to some great games. But any hardcore gamer will either go the way of a console or PC. They won’t buy an Apple TV, with an Apple Arcade subscription in order to play the latest and greatest. When gamers are forced to make a decision, Apple can be sure it will do more damage to its own reputation than good.
