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Apple removes Fortnite from App Store

On Thursday, Apple removed Fortnite from its App Store. This move appears to be in response to Epic’s recent decision to let players directly purchase V-Bucks in Fortnite, circumventing Apple’s own payment processing and its 30% cut.

Epic recently announced a new pricing plan for V-Bucks, Fortnite’s real-money currency. The studio reduced the price of all V-Bucks on all platforms by 20%, with mobile players only getting the discount if they select the new “Epic direct purchase” option at checkout. Epic said the new price plan is permanent.

The change in payment options appeared to be a direct challenge to Apple’s App Store review guidelines, which says that all in-app purchases must go through Apple’s pay mechanisms:

If you want to unlock features or functionality within your app, (by way of example: subscriptions, in-game currencies, game levels, access to premium content, or unlocking a full version), you must use in-app purchase. Apps may not use their own mechanisms to unlock content or functionality, such as license keys, augmented reality markers, QR codes, etc. Apps and their metadata may not include buttons, external links, or other calls to action that direct customers to purchasing mechanisms other than in-app purchase.

In an Epic FAQ for the price drop, the company seemed to reject this idea — specifically talking about purchase safety — citing real-world examples like Amazon:

Thousands of apps on the App Store approved by Apple accept direct payments, including commonly used apps like Amazon, Grubhub, Nike SNKRS, Best Buy, DoorDash, Fandango, McDonalds, Uber, Lyft, and StubHub. We think all developers should be free to support direct payments in all apps. In operating Fortnite on open platforms and operating the Epic Games Store, Epic has processed over $1,600,000,000 of direct payments successfully, and uses industry trusted encryption and security measures to protect customer transactions.

Epic’s CEO, Tim Sweeney, has also…