- On August 13th,

- 在8月13日。

one of the biggest games in the world

世界上最大的遊戲之一

disappeared from the App Store.

從App Store中消失了。

Fortnite had implemented its own in-app payment system,

Fortnite已經實現了自己的應用內支付系統。

bypassing Apples in house payment network

繞過蘋果公司的內部支付網絡

and violating the App Store's rules.

並違反了App Store的規則。

But when Apple followed through on its policies

但當蘋果公司貫徹執行其政策時

and kicked Fortnight off the store,

並將《雙週》踢出店外。

the company got a big surprise.

公司得到了一個很大的驚喜。

Fortnight had a 65 page lawsuit

雙週有一紙65頁的訴訟書

set to file as soon as they got banned,

一被禁就被設置為備案。

complete with an extended video

附帶一個擴展視頻

parodying Apple's iconic 1984 commercial.

模仿蘋果1984年的標誌性廣告。

- [Announcer] Ooh yes,

- [播音員]哦，是的。

they have given us their songs,

他們給了我們他們的歌曲。

their labor,

他們的勞動。

their dreams.

他們的夢想。

- Epic set a trap,

- 史詩設下了一個陷阱。

and Apple walked right into it.

和蘋果公司走到了一起。

Epic pulled the same trick on Google too.

Epic在Google上也玩了同樣的把戲。

So, it's gonna be taken on both major App Stores at once,

所以，要同時在兩大App Store上採取。

but there's way more at stake here

但事關重大

than just Fortnight.

不僅僅是雙週。

With the App Store,

與應用商店。

Apple revolutionized the way we distribute software

蘋果徹底改變了我們分發軟件的方式

to mobile devices.

到移動設備。

Google followed that model on Android.

谷歌在安卓系統上沿用了這種模式。

And the two companies have been at the center

而這兩家公司一直處於中心位置

of mobile software distribution ever since.

的手機軟件發行，從此。

It's an incredibly powerful position to be in

這是一個令人難以置信的強大的位置是在

maybe too powerful.

也許太強大了。

But to really understand how that power works,

但要真正瞭解這種力量的作用。

you gotta look at the big picture.

你要看清大局

25 years ago,

25年前

if you want to buy this hot new game called Doom,

如果你想買這款名為《毀滅戰士》的熱門新遊戲。

you had to go to the mall

你必須去商場

and get a physical cardboard box

並得到一個實物紙箱

with the game inside it.

與遊戲裡面的。

You got it at a regular store that looked like this.

你在正規的商店買到的，看起來是這樣的。

And that store was probably charging

而那家店可能是收費的

a regular retail markup of around 50%.

常規零售加價50%左右。

Add in the cost of physically fabricating the boxes

再加上實際製造箱子的成本。

and shipping them out to all the malls all across America.

並把它們運到全美所有的商場。

And the share that was going to developers

而要給開發商的份額

was actually pretty small.

其實是很小的。

Fast forward to 2020,

快進到2020年。

and if you wanna buy this hot new game called Doom,

如果你想買這個叫 "毀滅戰士 "的熱門新遊戲，

you go to an online portal like Steam

你去一個在線門戶，比如Steam

or the PlayStation store,

或PlayStation商店。

which will usually take 30% of whatever you're paying.

通常會從你支付的費用中抽取30%。

The way those portals see it,

那些門戶的看法。

it's a great deal compared to how we used to do things.

與我們過去的做法相比，這是一個很大的交易。

They're taking a smaller cut

他們拿的錢比較少

and because it's all digital

而且因為它是全數字的

publishers have to spend a lot less money

出版商要少花很多錢

getting out their prop.

拿出他們的道具。

Apple basically made this shift happen,

蘋果基本上實現了這種轉變。

and it's a huge part of the legacy of Steve Jobs.

而這也是喬布斯的一大遺產。

- What we're gonna solve that problem for every developer,

- 我們要為每個開發者解決這個問題。

big to small,

由大到小。

and the way we're gonna do it

以及我們要做的事情

is what we call the App Store.

就是我們所說的App Store。

- It's made it easier and cheaper for developers

- 它讓開發者更容易、更便宜。

to get their work out

出工不出力

and resulted in tons of new options for iPhone users,

併為iPhone用戶帶來了大量的新選擇。

as Apple sees it that's well worth the 30%

在蘋果看來，這是非常值得的30％。

and Tim Cook made this exact point

和蒂姆-庫克提出了這個確切的觀點

at the Tech Antitrust hearing in July,

在7月的科技反壟斷聽證會上。

when he was asked about the so-called Apple tax.

當他被問及所謂的蘋果稅。

- So to zoom out and to give you some historical context

- 所以，為了放大和給你一些歷史背景。

on this,

關於這一點。

when we entered the App Store market,

當我們進入App Store市場時。

the cost of distributing software was 50 to 70%.

分發軟件的成本為50-70%。

And so we took the rate in half

所以我們將利率減半

and to 30% and we've held it

和30％，我們已經舉行了

in that same level over time or lowered it.

在同一水準上，隨著時間的推移，或降低了它。

- But what are these stores actually doing

- 但這些店家到底在做什麼

to earn their 30%.

來賺取他們的30%。

Back in 1995,

早在1995年。

electronics boutique had to cover rent,

電子精品店不得不支付租金。

employee salaries and inventory management.

員工工資和庫存管理。

But the only real expense for the App Store

但對於App Store來說，唯一真正的支出

is vetting the games and keeping the servers running.

是審核遊戲和維持服務器的運行。

There were $50 billion in App Store sales in 2019,

2019年App Store的銷售額有500億美元。

which means Apple brought in around $15 billion in revenue,

這意味著蘋果帶來了150億美元左右的收入。

just from the App Store,

只是從App Store。

maintaining the digital store only costs a fraction of that.

維護數字商店的成本只是其中的一小部分。

It gets even trickier,

它變得更加棘手。

now that most software isn't a onetime purchase,

現在大多數軟件都不是一次性購買的。

instead of buying Photoshop once

而不是買一次Photoshop

you're paying a little bit each month.

你每個月都要付一點錢。

Free to play games like Fortnite

免費玩遊戲，如Fortnite

have become hugely popular,

變得炙手可熱。

making money off a virtual items sold within the app.

賺取應用程序內銷售的虛擬物品的錢。

Apple takes its 30% on subscriptions

蘋果公司將其30%的訂購量

and in app purchases too.

和應用內購買也。

But with so many services existing

但是，在現有這麼多服務的情況下

across multiple platforms,

跨多個平臺。

it leads to some really strange situations.

它導致一些非常奇怪的情況。

Right now you can't buy a book on the Kindle app.

現在你不能在Kindle應用上買書。

You have to buy it on the web

你要在網上買

and then read it on the app

然後在應用程序上閱讀

just because they don't wanna pay Apple's extra slice.

只是因為他們不想支付蘋果的額外抽成。

The same goes for Spotify,

Spotify也是如此。

which you used to allow purchases from within the app,

你用來允許在應用內購買的。

but would charge an extra $3 just to cover Apple's cut.

但會額外收取3美元，只是為了彌補蘋果的抽成。

Wherever they can,

無論在哪裡，他們可以。

developers are moving the point of sale off of Apple devices

開發者正在將銷售點從蘋果設備上移開。

just to avoid Apple's transaction fee.

只是為了避免蘋果的交易費用。

Suddenly that 30% starts to look an awful lot like attacks

突然間，這30%開始看起來很像攻擊。

paid to Apple for the privilege

支付給蘋果公司的特權

of distributing software to Apple devices.

的向蘋果設備分發軟件。

Apple controls the platform,

蘋果控制著這個平臺。

you can't put software on an iPhone without them.

你不能把軟件在iPhone上沒有他們。

So, if you wanna play on their platform,

所以，如果你想在他們的平臺上玩。

you gotta pay the tax.

你得交稅。

At least with portals like Steam or the Epic games app,

至少在Steam或Epic遊戲應用等門戶網站上。

you can shop around between stores,

您可以在不同的商店之間進行購物。

but for iOS devices,

但對於iOS設備。

the App Store is the only game in town.

App Store是鎮上唯一的遊戲。

There's no jail breaking,

沒有越獄。

no side loading,

無側裝。

you pay the 30% or you can't be on the iPhone.

你付30%的錢，否則你就不能在iPhone上。

This is where Epic's lawsuit comes in.

這就是Epic的官司所在。

Epic is accusing Apple of violating the Sherman Act

Epic指責蘋果違反了《謝爾曼法》。

saying the company unlawfully maintains

說該公司非法維持

a total monopoly in the iOS app distribution market.

完全壟斷了iOS應用分發市場。

That might sound weird.

這可能聽起來很奇怪。

Of course, Apple has a monopoly over Apple products.

當然，蘋果公司對蘋果產品具有壟斷性。

But there are enough third party developers on the App Store

但App Store上的第三方開發者已經足夠多了

that it's a serious charge.

這是一個嚴重的指控。

The way Epic paints it,

史詩所描繪的方式。

you can't make iOS software,

你不能製作iOS軟件。

if you're not on the App Store

如果你不在App Store上

and you can't be on the App Store,

而你不能在App Store上。

if you don't use Apple's in-app payment system.

如果你不使用蘋果的應用內支付系統。

The payment system is important

支付系統很重要

because that's where the 30% tax gets collected.

因為那是徵收30%稅收的地方。

So, if Epic were able to use its own payment system,

所以，如果Epic能夠使用自己的支付系統。

like it tried to do,

像它想做的。

it would be able to get around the tax.

它將能夠繞過稅收。

Crucially Epic isn't asking for any money here.

最關鍵的是Epic在這裡並沒有要求任何錢。

Instead, they're asking for the judge to enjoin Apple

相反，他們正在請求法官禁止蘋果公司

from continuing to impose its anti-competitive restrictions

繼續實施其反競爭限制措施

on the iOS ecosystem.

在iOS生態系統上。

In short, they want the court

簡而言之，他們希望法院

to break up the App Store monopoly.

以打破App Store的壟斷。

Spotify is already weighed into uproar the lawsuit,

Spotify已經被權衡到了訴訟中。

saying, Apple's unfair practices

說，蘋果的不公平做法

have disadvantaged competitors and deprived consumers

使競爭者處於不利地位，剝奪了消費者的權利。

for far too long.

太久了

The interesting thing is,

有趣的是。

Apple already makes exceptions to that rule

蘋果已經對這一規則進行了例外處理

when it wants to.

當它想。

In April Amazon's video apps started to allow Prime rentals

4月，亞馬遜的視頻應用開始允許Prime租借。

through its own payment system,

通過自己的支付系統。

that is without paying the Apple tax.

那是在沒有繳納蘋果稅的情況下。

It was the exact same thing Fortnite had tried to do,

這和《Fortnite》試圖做的事情一模一樣。

but this time Apple let it happen.

但這次蘋果讓它發生了。

At the time the company said

當時公司表示

it was because of a program for premium video rentals,

是因為一個高級視頻租賃的項目。

but really it was just that Amazon was powerful enough

但其實只是亞馬遜足夠強大而已

to set its own terms.

自定條件。

There were enough Prime Video members

有足夠的Prime Video成員

with iPhones and iPads and Apple TVs

與iPhone和iPad以及Apple TVs一起使用

that Apple is willing to bend the rules a little bit.

認為蘋果願意稍微彎曲一下規則。

Android is supposed to be more open than that,

安卓系統應該是比這更開放的。

but Epic says they had the same problem,

但Epic說他們也有同樣的問題。

Epic actually to make a go of it outside the Play Store,

史詩其實要在Play Store之外做一個。

offering a side load only version of Fortnite for Android,

為安卓系統提供僅有側載版本的Fortnite。

but in practice almost all Android downloads in the US

但實際上，在美國幾乎所有的Android下載

still come through the Google Play Store.

依然是通過谷歌Play商店來。

Not even Fortnite was enough to convince Android users

甚至連Fortnite都不足以說服安卓用戶。

to look outside the Play Store.

來看看Play Store之外。

It's not a coincidence

這不是巧合

that Android ended up running on one big App Store

安卓系統最終運行在一個大的應用商店上。

controlled by Google.

由谷歌控制。

Google makes it hard to compete,

谷歌讓它很難競爭。

bundling the Play Store alongside must have Android apps

捆綁Play Store和必備的Android應用。

like Gmail,

如Gmail。

Search and YouTube.

搜索和YouTube。

We actually got to see those agreements firsthand

我們居然親眼看到了這些協議

when regulators in the EU tried to unbundle Android

當歐盟的監管機構試圖解綁Android時

from the rest of Google.

從谷歌的其他。

But even when you peel apart Android,

但即便是扒開安卓系統。

Google make sure that manufacturers

谷歌確保製造商

can't pre-install Gmail or Google Search

無法預裝Gmail或Google Search。

without making Google Play the default App Store,

而不將Google Play作為默認的App Store。

bundling everything together as Google Play Service.

將所有的東西捆綁在一起，作為Google Play服務。

The only way to avoid that bundle

唯一的辦法是避免這種捆綁

is to build a whole new ecosystem

是要建立一個全新的生態系統

on top of the open source Android code,

在開源的Android代碼之上。

like Amazon's Fire OS,

如亞馬遜的Fire OS。

but for the most part,

但在大多數情況下。

the dominance of Google services on Android is unchallenged.

谷歌服務在安卓系統上的主導地位是不容置疑的。

Regulators have been where have these problems for a while,

監管部門哪裡有這些問題呢？

and Apple in particular

尤其是蘋果

is already kind of trouble over it.

已經是一種麻煩了。

There's a case about this headed

有一個案子是這樣的

to the Supreme Court right now,

到最高法院，現在。

and an ongoing antitrust inquiry in the EU.

以及歐盟正在進行的反壟斷調查。

But Epic is putting pressure on Apple

但Epic給蘋果施加了壓力

in a way that regulators just can't.

以監管者無法做到的方式。

It's a sign of things to

這是個好兆頭

not just for Apple,

不僅僅是對蘋果。

but for the whole industry.

但對於整個行業來說。

Tech companies are used to being able

科技公司習慣於能夠

to set their own rules,

制定自己的規則。

whether it's Google Search,

無論是谷歌搜索。

Amazon Marketplace

亞馬遜市場

or the Facebook Newsfeed.

或Facebook Newsfeed。

And it's so surprised when those rules

而當這些規則出現時，它是如此驚訝

end up benefiting the companies themselves,

最終使公司本身受益。

but with antitrust pressure mounting

但隨著反壟斷壓力的加大

the folks on the losing side of those rules

敗家子

finally have a chance to fight back.

終於有了反擊的機會。

Epic was the first one to take its shot,

史詩是第一個出手的人。

but it probably won't be the last.

但這可能不會是最後一次。

Thanks for watching

謝謝你的觀看

let us know in the comments if you have any questions

如果你有任何問題，請在評論中告訴我們。

and not to toot my own horn,

而不是吹噓自己的號角。

but we're like inching up on 3 million subscribers,

但我們就像寸步難行 在300萬用戶。

which is a nice round number,

這是一個不錯的整數。

so, if you haven't subscribed already,

所以，如果你還沒有訂閱了，

you know, maybe consider it.

你知道，也許可以考慮一下。