Apple Stumbles Into a War with The Gaming Industry

Apple’s cloud ban and Fortnite feud have made it gaming’s latest villain.

The first escalation occurred when Apple laid out in clear terms why it has no plans to ever approve cloud gaming services from its tech rivals Google and Microsoft. The second was when Apple kicked the massively popular battle royale hit Fortnite off the App Store after its creator, Epic Games, provoked the company with a rule-violating update.

But as Epic made clear in an unprecedented video mocking Apple’s iconic “1984” Macintosh ad — one that also aired directly to players within the virtual world of Fortnite itself — the primary target here is Apple and its longstanding and often controversial stewardship of the iOS app ecosystem.

The ad features a signature Fortnite character racing into a dimly lit auditorium of corporate zombies, slack jawed and eyes glazed as an anthropomorphic Apple celebrates exploitation of the working class.

It’s a stunning piece of animation because it uses Apple’s original underdog persona in the personal computing industry of the 1980s and Orwellian themes of state control to cast Apple as the ultimate villain, its growth and greed having turned it into the very suit-clad enemy it railed against nearly four decades ago.

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