Skip to content
Demo
‹ Back to IndustriesRetail

Epic Games Gets Fortnite Fans to Fight Apple’s App Store: Business Casual

Apple’s products have been so well designed, the company has acquired over a billion users. With that captive audience, Apple keeps users from straying by creating a single point of sale–the app store. The cost of reaching Apple’s consumer base? A 30% commission. Powered by RedCircle Epic Games claims this is a monopoly that squelches…

This story was produced through MarketScale. See how Retail teams put it to work with Sales Enablement.

Share

Free workspace

Turn your Retail expertise into content.

Record interviews, organize footage, and write with AI on a free trial of the MarketScale platform for qualifying companies. No demo required, no credit card.

Try it Free

Apple’s products have been so well designed, the company has acquired over a billion users. With that captive audience, Apple keeps users from straying by creating a single point of sale–the app store. The cost of reaching Apple’s consumer base? A 30% commission.

Powered by RedCircle

Epic Games claims this is a monopoly that squelches healthy competition, and the game developers have taken a series of theatrical actions to draw attention to the issue. Epic began by coding in an in-app payment system that sidestepped the app store commission, a direct breach of app store rules. After their popular game, Fortnite, was banned from the store, the company turned to its fan base with a video asking to align with their cause.

As Apple now faces a lawsuit from Epic Games, fans of the two massive companies may find themselves torn. Who is in the right to be making demands and setting the rules? Could the standoff between the two companies trickle down to benefit smaller developers and consumers, or is this all just a money grab? Daniel Litwin & Tyler Kern break it down and give their thoughts on this snippet from Business Casual.

Your experts belong here

Every story in MarketScale Retail starts with a company putting its merchandising leads, store operations teams, and category managers on the record. Buyers are already reading this topic. The only question is whose experts they find.

Category buyers trust operators, so your merchandising leads shorten the distance between first search and first call.

Book DemoSee how it works15 minutes, straight to a calendar.
B2B Weekly

The week in Retail, and sixteen other industries, every Monday.

Ten stories, one-line takes, five minutes. Free.

Retail: are you visible to AI?

Before they reach out, Retail buyers ask AI engines which vendors to trust. Explore how your experts, customers, and partners can become useful content for buyers and AI search.

Book a Demo →Talk to Sales

Free Trial

You just read one Retail expert. Your company is full of them.

This article was produced through MarketScale. The same platform turns your merchandising leads, store operations teams, and category managers into the articles, video, and social content Retail buyers are searching for. Start a free trial and see it with your own people. For qualifying companies, no credit card, no demo required.

Book a Demo →Try it Free

NPS +73 · 1,000+ creators · 38+ countries

What your free trial includes

Hands-on access to the MarketScale platform
Media requests to your crowd, remote recording, AI writing tools
No demo required. No credit card.
For qualifying companies. Company confirmation required.

More Retail Insights

Open questions in agentic commerce extend beyond the AI model

Agentic commerce raises questions beyond an agent’s ability to compare prices: what an agent is permitted to do, who is responsible when an agent-initiated purchase goes wrong, and how machine-initiated transactions move safely across merchants, banks and payment networks. Mastercard's Sabrina Tharani frames the shift as a new interface for commerce rather than a separate channel.

  • 01Agentic commerce now turns on three questions the AI can't answer for itself: what the agent may do, who is responsible when it errs, and how its transaction moves between merchant, bank and network.

Sep 26, 2026

Grocers matching store prices on Instacart grew 10 points faster, Instacart says

Grocers matching store prices on Instacart grew 10 points faster, Instacart says

Instacart says it named five grocers as "among" this year’s no-markup adopters, including Grocery Outlet. Using its internal data through Q2 2026, Instacart reports no-markup retailers grew 10 percentage points faster than those charging a markup. Participating grocers also get placement in a dedicated in-app "no markups" tab.

  • 01On Instacart, matching store prices earns a yellow banner and placement in a filtered "no markups" tab; Instacart’s internal data through Q2 2026 shows no-markup retailers grew 10 percentage points faster than those charging a markup.
  • 02The 10-point gap compares grocers that chose parity with grocers that didn't, so it can't separate the effect of pricing from the kind of retailer that opts in first. The sharper question is how retailers with similar baskets fared before and after they switched.
  • 03Parity covers item prices only. Service fees still apply, so the app price-to-shelf-tag comparison evens out while convenience charges remain their own line on the receipt.

Sep 26, 2026

Suja's CEO says wellness drinks win in produce, not center store

Suja's CEO says wellness drinks win in produce, not center store

Suja Life CEO Maria Stipp argues better-for-you beverages win or lose based on store placement, with the produce department offering an advantage over crowded center aisles by signaling freshness alongside organic produce. She pairs this with packaging guardrails around organic, low sugar and function, plus a commitment of roughly 10% of net revenue to full-funnel marketing aimed at building trust.

  • 01Suja’s cold-pressed, HPP-treated juices can move from partner farms to shelf in eight days, a cadence Stipp says matches how produce buyers operate.
  • 02Average retailers carry only low-teens SKUs even as Suja reaches 37,000 retailers and 400,000+ distribution points; Stipp says closing the SKU gap in existing accounts is a bigger growth priority than chasing new logos
  • 03Suja allocates roughly 10% of net revenue to full-funnel marketing—unusual in the next-gen category—to drive awareness and conversion through omnichannel tools

Sep 23, 2026

Explore More Retail Insights

Read more expert perspectives from across Retail.

Browse Retail Hub

For Retail teams

See how Retail teams use MarketScale →

Sales Enablement

Explore Channels

Industry news, analysis, and expert perspectives

Professional AV›Engineering & Construction›Education Technology›Healthcare›Energy›Software & Technology›Retail›Business Services›Industrial IoT›Sports & Entertainment›Transportation›Sciences›Building Management›Food & Beverage›Architecture & Design›Hospitality›Marketing Tech›
Keep exploring

More from Retail

Retail hubMore expert Retail coverage.Explore →Sales EnablementEquip the floor and the field.Explore →BrivoAccess tech storytelling.Explore →State of B2B MarketingWhat is working in B2B marketing now.Explore →

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Retail and beyond.

Book a Demo

Or call us. No forms required. We pick up. 214-945-2512