Epic went about this all wrong. They should have started by making a public campaign touting their support of developers using Unreal Engine in the App Store.

Epic went about this all wrong. They should have started by making a public campaign touting their support of developers using Unreal Engine in the App Store. Epic should have started by offering to cover half of Apple's App Store fee for Unreal Engine devs, and made the story about supporting their own developers AND about how Apple was charging too much. Any coalition should have been with other companies doing the same thing with people building on their platforms. This would have gotten much more positive and sustainable publicity and would have allowed them to make the case that all developers should be paying less fees. Instead they made it about Fortnite and themselves. Epic blew this.