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  • (upbeat music)

    (歡快的音樂)

  • - 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。

(upbeat music)

(歡快的音樂)

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Fortnite與蘋果。App Store大逃殺 (Fortnite vs Apple: App Store Royale)

  • 1 0
    林宜悉 發佈於 2020 年 10 月 28 日
影片單字