If you have a concession in a department store, you have to pay some form of rental decided by the store/owner. It is more like Epic setting up shop and selling things inside an Apple Store without paying any rent Epic cries in the store that they made the products they are selling not Apple, so Apple should let them stay there for free. The shoplifting analogy that Apple uses isn't very good. They want to leech off Apple and Google, but are willing to pay 30% to Microsoft and Sony (for now). The reason Epic can make so much money, is that Apple, Google, Microsoft and Sony have put a lot of R&D and marketing into iOS, Android, Xbox and Playstation. If Epic wants to sell direct to the consumer, they should make their own hardware.
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