This report examines the strategic ambition of Epic and answers why it has come into conflict with Apple over App Store policies. It examines:

• Why Epic wants to dismantle Apple’s App Store policies
• How Epic’s competitive principles have been honed on PC
• Why Epic’s App Store complaints go hand in hand 
• How Epic Games Store and Fortnite’s role as a platform is evolving
• How Epic aims to prove consumer harm, but may struggle
• Why games content subscription services are not like Netflix
• How cloud gaming undermines Apple’s revenue streams
• Apple has already shown some appetite for compromise, but will it again?

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