Those logging into Fortnite at the moment will see a short video parodying Apple’s iconic commercial “1984”, portraying Apple as an evil monopoly power. At the same time, Epic Games is trying to establish the hashtag #FreeFortnite. We explain on MeinMMO what it’s all about: What problem does Epic have with Apple, Google, and Steam?
This is the novel 1984: 1984 is essentially a novel by George Orwell that depicts a bleak version of the future. The novel revolves around a totalitarian surveillance state: one party has become so powerful that it imposes its rules on everyone else and brainwashes the people. The figure of the “Big Brother” serves as the personification of this power. A state that sees everything and knows everything.
The novel was published in 1949.
Over the years, “Big Brother” has become a catchphrase for an overreaching state that needs to be contained. Because it sticks its nose into things that do not concern it. Many liberal-minded people want to prevent this future vision of “1984” with an overpowering state at all costs. In former East Germany, such a surveillance state was seen, and today’s China shows tendencies in that direction.
This is the 1984 commercial: When it actually became the year 1984, the hardware company Apple commissioned a commercial that over the years became one of the most famous commercials in the world and shaped Apple’s image as a “revolutionary company”. The commercial was directed by Ridley Scott, the man behind Blade Runner and Gladiator. The spot was so important to Apple that it was aired during the Super Bowl, the prime and most expensive airtime.
The commercial depicts a dreary world. People stare at a monitor, where a dark, fascist-looking figure speaks to them, the “big brother.” They are apparently being brainwashed. A blonde woman runs towards the monitor with a hammer while being pursued by security guards, but she destroys the monitor. After that, the message appears that Apple is introducing the “Macintosh”. People will see why 1984 won’t be like “1984”.
As Apple CEO Steve Jobs later explained, the idea of the commercial was that the “Big Brother” represented the then-dominant company IBM, which they wanted to challenge with their own product. The imagery of the commercial was clear: IBM stood for “conformity” and grayness, Macintosh for the new other, the colorful and diverse.
Join the fight – #FreeFortnite
This is now 1984 in Fortnite: Epic Games has brought the commercial into the world of Fortnite and shows it to the millions of players logging into Fortnite every day as an intro.
However, the “Big Brother” now appears to be a representative of Apple.
At the end of the commercial, it states that Epic stood up to the monopoly of the App Store. People should “join the fight” and share the hashtag #FreeFortnite.
Epic provokes removal of Fortnite by Apple and Google
This is what it’s about: Epic Games believes that the platform operators Apple, Google, and Valve (via Steam) demand too much money from developers and publishers for their products to appear on their platforms. They wanted 30%.
The platform providers used their market power to establish a quasi-monopoly and impose their conditions on everyone. Epic Games and especially its CEO Tim Sweeney have been railing against this for several years now. The conflict ignited on the PC platform Steam:
- Epic Games claims that the platform operators damage the development of video games with their 30%, as too little money is left for studios and publishers
- Critics accuse Epic Games of offering an inferior platform with the Epic Games Store and not giving “players” what the other established platforms (i.e. Steam) provide in terms of features
With the commercial, they accuse Apple of having become exactly the “powerful corporation” they themselves attacked in 1984. They impose their rules on everyone and exploit their market power.
How did Epic stand up to the App Store? Epic deliberately provoked a removal from the App Stores of Apple and Google by offering its own payment options to avoid paying their share to Apple and Google. When Fortnite was actually removed from the stores, Epic filed lawsuits against Apple and Google.
iOS, Apple’s mobile platform, is a “closed system”. What is not represented in the iOS store does not happen on Apple’s mobile devices. Therefore, the new Season 4 in Fortnite cannot be played on iOS devices anymore. They would remain stuck on version 13.40 and have no access to the new content or the new Battle Pass, as Epic explains (via epicgames).
The commercial had already been prepared. Apparently, Epic Games wants to use its powerful platform “Fortnite” to make a clear statement that they consider Apple’s and Google’s 30% demand to be too high.
They are now heading towards a major battle and hope that as much public pressure as possible is created through the video and the hashtag #FreeFortnite. With this, Epic Games aims to ensure that players can continue to play Fortnite on iOS devices.
Many players noticed Epic Games’ offensive course back in 2019. At that time, Epic attacked the market leader for game platforms on PC, Valve, with its own store.
They snatched some exclusive titles from the Steam platform and forced players who wanted to play Borderlands 3 or Metro Exodus onto their Epic Games Store platform:
Epic’s CEO explains why they target Steam with exclusive PC titles
