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Epic Games: In Apple versus Epic Games, courtroom battle is only half the fight, Marketing & Advertising News, ET BrandEquity

Epic Games: In Apple versus Epic Games, courtroom battle is only half the fight, Marketing & Advertising News, ET BrandEquity
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Epic Games: In Apple versus Epic Games, courtroom battle is only half the fight

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Apple has mostly succeeded in staying out of the regulatory crosshairs by arguing that the iPhone is a niche product in a smartphone world dominated by Google's Android operating system. But that argument has become harder to sustain with the number of iPhone users now exceeding 1 billion.
Epic alleges Apple has such a strong lock on those customers that the app store constitutes a distinct market for software developers over which Apple has monopoly power. Apple is abusing that power, Epic argues, by forcing developers to use Apple's in-app payment systems - which charge commissions of up to 30% - and to submit to app-review guidelines the gaming company says discriminate against products that compete with Apple's own.

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In Apple vs Epic Games, court battle is only half the fight

In Apple vs Epic Games, court battle is only half the fight
Epic Games faces an uphill legal battle against Apple in an antitrust trial starting on Monday, and a defeat for the maker of Fortnite could make it harder for US government regulators to pursue a similar case against the iPhone maker, legal experts said.
But win or lose at the trial, Epic, which has pursued an aggressive PR campaign against Apple alongside its court pleadings, may have already accomplished a major goal: drawing Apple squarely into the global debate over whether and how massive technology companies should be regulated.

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Epic Games v. Apple lawsuit challenges Big Tech's dominance

San Francisco
Epic Games faces an uphill legal battle against Apple in an antitrust trial starting Monday, and a defeat for the maker of Fortnite could make it harder for United States government regulators to pursue a similar case against the iPhone maker, legal experts said.
But win or lose at the trial, Epic, which has pursued an aggressive public relations campaign against Apple alongside its court pleadings, may have already accomplished a major goal: Drawing Apple squarely into the global debate over whether and how massive technology companies should be regulated.
Apple has mostly succeeded in staying out of the regulatory crosshairs by arguing that the iPhone is a niche product in a smartphone world dominated by Google’s Android operating system. But that argument has become harder to sustain with the number of iPhone users now exceeding 1 billion.

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In Apple versus Epic Games, courtroom battle is only half the fight

BusinessWorld
May 3, 2021 | 1:39 pm
Image via Fortnite/YouTube
SAN FRANCISCO — Epic Games faces an uphill legal battle against Apple Inc. in an antitrust trial starting Monday, and a defeat for the maker of
Fortnite could make it harder for US government regulators to pursue a similar case against the iPhone maker, legal experts said.
But win or lose at the trial, Epic, which has pursued an aggressive public relations campaign against Apple alongside its court pleadings, may have already accomplished a major goal: Drawing Apple squarely into the global debate over whether and how massive technology companies should be regulated.
Apple has mostly succeeded in staying out of the regulatory crosshairs by arguing that the iPhone is a niche product in a smartphone world dominated by Google’s Android operating system. But that argument has become harder to sustain with the number of iPhone users now exceeding 1 billion.

Australia , California , United-states , United-kingdom , Oakland , Loyola-university , American , Yvonne-gonzalez-rogers , Spencer-waller , Thomas-horton , Wickersham-taft , Fortnite-youtube

In Apple versus Epic Games, courtroom battle is only half the fight

In Apple versus Epic Games, courtroom battle is only half the fight
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Analysis: In Apple versus Epic Games, courtroom battle is only half the fight

Epic Games faces an uphill legal battle against Apple Inc (AAPL.O) in an antitrust trial starting Monday, and a defeat for the maker of "Fortnite" could make it harder for U.S. government regulators to pursue a similar case against the iPhone maker, legal experts said.

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ANALYSIS-In Apple versus Epic Games, courtroom battle is only half the fight

APPLE-EPIC GAMES/ (ANALYSIS, PIX):ANALYSIS-In Apple versus Epic Games, courtroom battle is only half the fight

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In Apple versus Epic Games, courtroom battle is only half the fight

SAN FRANCISCO — Epic Games faces an uphill legal battle against Apple Inc in an antitrust trial starting Monday, and a defeat for the maker of “Fortnite” could…

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In Apple vs Epic Games, courtroom battle is only half the fight

By
Stephen Nellis
on May 3, 2021 6:35AM
Could make it harder for regulators to take action.
Epic Games faces an uphill legal battle against Apple in an antitrust trial starting in the US this week, and a defeat for the maker of "Fortnite" could make it harder for US government regulators to pursue a similar case against the iPhone maker, legal experts said.
But win or lose at the trial, Epic, which has pursued an aggressive public relations campaign against Apple alongside its court pleadings, may have already accomplished a major goal: drawing Apple squarely into the global debate over whether and how massive technology companies should be regulated.

Australia , California , United-states , United-kingdom , Oakland , Loyola-university , American , Yvonne-gonzalez-rogers , Spencer-waller , Thomas-horton , Wickersham-taft , Consuelo-callahan