Epic, the maker of Fortnite, is suing Apple and Google for forcing app makers to hand over a 30% cut of their revenue to the tech giants. The grievance against Apple is pretty clear-cut; the attack on Google is more nuanced, and could have major consequences for the payments industry.
While both tech giants enforce similar policies over how companies handle payments for in-app purchases, only Apple requires companies to use its App Store to distribute their products on iOS. There is no alternative; you either play by Apple's rules or you stay outside its walled garden.
Google is not so unforgiving. Companies can offer their apps as individual .apk files to sideload onto Android devices (and Epic did this originally when it brought Fortnite to Android devices), or they can offer their own app stores and forgo Google Play — Amazon's Kindle Fire tablet is a popular example of that.
The situation has strong parallels to the criticisms of card and digital payments. And the outcome of the Google lawsuit could give merchants fresh incentive to push back on interchange and mobile wallet fees.
Just as the card networks and mobile wallet providers can point to options such as checks or cash to show that merchants and consumers can still make payments if they don't like their credit cards' fee structures, Google can point to the alternative app stores to argue that it does not hold a monopoly on Android payments. But if Epic can show that these alternatives don't sufficiently loosen Google's grip, merchants can use it as an example to make the same argument against interchange fees and other policies.
In its
The card networks may not have pushed out cash in the same way that Epic alleges Google has, but the coronavirus pandemic did. People have been using less cash as they fear contamination, and the U.S. Mint has been operating in reduced capacity to slow the spread of coronavirus among its employees, resulting in a
These trends narrow most U.S. banked consumers' payment options to cards and mobile wallets. And despite early attempts by retailers to create a low-cost mobile wallet in CurrentC, the most prevalent mobile wallets in the U.S. are those operated by Apple and Google. Apple Pay in particular has been criticized since its launch for fee structure; at least one banker described it as
Why now?
The criticisms of Apple Pay and Apple's App Store policies — and, by extension, Google's policies — are nothing new. But something has shifted: The rise of cloud-based gaming.
Microsoft and Google have both developed cloud-based gaming apps that allow users to play demanding games on remote servers accessed through their phones. Google's Stadia is widely available on Android, PCs, Chromebooks and its own Chromecast devices; Microsoft's xCloud is set to launch in
In the past week, this conflict has spilled into the public view. It's not the same battle as Epic is waging against Apple and Google, but it adds context to support the game publisher's claims that Apple and/or Google are being anticompetitive.
In theory, Google and Epic should be on the same side, given how Apple's policies have presumably hampered Google's cloud gaming platform as much as Epic claims they have harmed its ability to monetize Fortnite. And if Apple was the only target here, the implications for the payments industry wouldn't be as strong.
But by making Google a target of its lawsuit rather than an ally, Epic has opened the scope of its attack to a wider range of payment policies that affect far more than a single game.