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Tag: epic

  • Heinz and Heineken Unveil Limited-Edition Combo: Beer Meets Ketchup in Epic 150-Year Brand Collaboration

    Heinz and Heineken Unveil Limited-Edition Combo: Beer Meets Ketchup in Epic 150-Year Brand Collaboration

    Iconic brands Heinz and Heineken have teamed up to release a unique, limited-edition six-pack that combines their popular ketchup and beer products. This creative collaboration is not introducing a new consumption trend, but rather capitalizes on an already established pattern of consumer behaviour.

    Long-standing Consumer Habits Inspire Collaboration

    The pairing of these two beloved products acknowledges how they are often consumed together at various social settings. Be it a casual gathering, a sporting event, a barbecue, or simply during a burger meal, the consumption of Heinz ketchup and Heineken beer is a common occurrence.

    Dana Katz, Director of Integrated Communications at Heineken, stated that this brand pairing has been 150 years in the making. She emphasized that instead of creating a novel habit, this collaboration is a testament to what consumers have been doing for decades.

    The unique concept behind the partnership, according to Katz, emerged from an already existing link between the two brands. She mentioned that the idea didn’t feel like a new creation, but more of a discovery of something which had been hidden in plain sight, going even as far as the similarity in the brand names.

    Rolling Out in Select International Markets

    The exclusive Heinz x Heineken six-pack is set to hit the shelves in a number of selected international markets. These include the United Kingdom, Ireland, and Canada.

    Questions & Answers

    What is the unique selling proposition of the Heinz x Heineken six-pack?
    The unique selling point of this product is it combines two popular items that are often consumed together, Heinz ketchup and Heineken beer, into one convenient pack.

    Where will the Heinz x Heineken pack be available?
    The pack will be available in selected international markets, including the UK, Ireland, and Canada.

    What inspired the collaboration between Heinz and Heineken?
    The concept emerged from an already existing link between the two brands, recognizing that their products are often consumed together in various social settings.

  • Both Epic and Apple land solid blows as the court battle begins

    Both Epic and Apple land solid blows as the court battle begins

    Today was the first day of the court battle between Apple and game developer Epic. The latter sued Apple after the tech giant tossed its red hot Fortnite game out of the App Store. Apple did this after Epic violated Apple’s rules and gave its customers access to the developer’s own in-app payment platform.

    Seeking Alpha reports that during Epic’s opening statement, the developer explained that Apple has made iOS “a walled garden” which not only blocks competition but also makes it harder for iPhone users to switch to Android. And speaking of anti-competitive behavior, Epic says that Apple’s demand that apps offering in-app purchases use its payment platform violates federal anti-trust laws. Apple collects 30% of in-app purchases and at the same time, it is forcing developers to run in-app payments through its platform.

    Other companies who have complained about the so-called Apple Tax include Netflix and Spotify. The latter brought its argument to the European Union a couple of years ago saying that thanks to the 30% Apple Tax, Apple Music has an advantage over Spotify and other streaming music apps that have to cough up the additional 30% that Apple Music doesn’t have to pay.

    Epic says that requiring third-party apps to sell their wares through the App Store and forcing them to tack on 30% for processing in-app payments is actually a violation of federal antitrust law that prohibits companies from tying a product or service to the sale of another. Epic attorney Katherine Forrest’s highlight phrase of the day: “When they pick up the iPhone, users enter a different world. They are locked into a closed platform where they can only download apps from Apple, and each and every time they purchase in the app, a 30% tax is imposed.”

    Epic also refuted Apple’s claims that the rules Apple created for the App Store help it maintain the quality and security of iOS apps. This is a claim that Apple has made before.

    In its opening arguments, Apple stated that its 30% fee is in line with industry standards and that allowing apps like Fortnite to side-load its own in-app platforms could lead to security issues. Where Apple might have scored points with the judge is when it noted that Epic never informed Apple about its in-app payment system until the day it launched while Microsoft was given advanced notice.

    Apple Attorney Karen Dunn said during Monday’s court session that “A $20 billion company has decided that it doesn’t want to pay for Apple’s innovations anymore. So Epic is here, demanding that this court force Apple to get into its App Store untested and untrusted apps — something that Apple has never done.”

    In giving the court reasons why Epic can’t win the case, Apple claims that the game developer is using the incorrect version in its antitrust claim. Apple states that Epic is unable to show anti-competitive behavior on the part of Apple and the latter says that it can show pro-competitive justifications.

    Apple also mentioned that the appeals court that sided with Qualcomm in its case against the FTC, a case that the FTC decided not to take back to the Supreme Court, ruled that “while anti-competitive behavior is illegal, hypercompetitive behavior is not.” Apple obviously believes its actions are in the latter category.

    Epic’s CEO Tim Sweeney took the stand today and said that Epic isn’t asking for Apple to eliminate the compensation it receives from in-app purchases. But he pointed out that the Apple Tax can result in Apple making more money from an app than the app’s own developers.

    While Apple has been trying to show that there are plenty of other app stores that Fortnite can be listed in, Epic’s top executive said that Fortnite is more than a game. He called Fortnite a “phenomenon that transcends gaming” and a “social and entertainment experience that includes a variety of gaming experiences and non-gaming experiences within it.” This means that such a title needs a top app storefront like Apple’s App Store to help promote it.

    While Apple’s App Store takes as much as a 30% cut of in-app purchases, Epic’s own app store grabs a 12% cut and is “hundreds of millions of dollars short of being profitable.” Sweeney says that Epic’s app store could turn profitable some time over the next two to three years.

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  • Microsoft says that Apple’s punishments against Epic will hurt game developers and players

    Microsoft says that Apple’s punishments against Epic will hurt game developers and players

    Microsoft is taking sides in the court battle between Epic Games and Apple. As you might recall, Epic added a screen to its hit game Fortnite that allows players, even those who installed the game from the App Store, to pay for in-app purchases from the developer’s own in-app payment system. Payments made through Epic’s own payment system bypass Apple’s system from which the tech giant takes a cut of 30%. The so-called 30% Apple Tax is being investigated by regulatory agencies in the U.S. and Europe who will determine whether it is anticompetitive.

    For now though, the battle between Apple and Epic is solely over whether Apple has the right to punish Epic by removing Fortnite from the App Store and closing Epic’s developer account. That will leave it unable to provide updates to iOS and Mac users although those who have already installed the game on their iPhone can continue to play. Apple says that it will allow the game to return and give the developer its account back, but only if Epic shuts its in-app payment portal. Epic has sued and seeks a temporary restraining order (TRO) that would block Apple from removing Fortnite and closing Epic’s developer accounts until the issue can be adjudicated.

    Microsoft filed a declaration with the court on Sunday in which a Microsoft senior engineer said that closing Epic’s developer account would prevent it from offering its Unreal Engine. The latter is a game engine for developers and is a framework for the creation of 3D graphics. It is licensed to game developers in return for 5% of sales although that fee is waived if a game is published in the Epic Game Store. Starting last May, Epic waived its portion of the fees for games developed in Unreal Engine until a developer earns his first million dollars. A declaration is a written statement sworn to be true under penalty of perjury by any person who has knowledge about the issues in a court case.

    Kevin Gammill, Microsoft’s general manager for Gaming Developer Experiences, said in the declaration that “If Unreal Engine cannot support games for iOS or macOS, Microsoft would be required to choose between abandoning its customers and potential customers on the iOS and macOS platforms or choosing a different game engine when preparing to develop new games. Gammill went on to say that, “Apple’s discontinuation of Epic’s ability to develop and support Unreal Engine for iOS or macOS will harm game creators and gamers.” And the Microsoft GM points out that there are very few alternative gaming engines with the same functionality and a large number of features.

    Epic says that the punishments imposed by Apple will produce an impact affecting more than the Unreal Engine. Epic’s vice president of engineering, Nicholas Penwarden, says that the developer has received “numerous inquiries and expressions of concern” from companies that have licensed the Unreal Engine.

    Besides filing the suit against Apple, Epic has filed a similar suit against Google. The latter’s Android app storefront, the Google Play Store, also takes a 30% cut of in-app payments for Google. The difference is that while iOS users are locked into using the App Store to find and install apps, Android users are allowed to sideload apps from third-party app stores.

    Apple’s strategy in court is to show that Epic has created this problem by itself and that it can be easily fixed by following the agreement that Apple has all developers sign. Apple has threatened to close Epic’s development account on August 28th. On the same date, the developer will lose access to iOS and Mac developer tools.

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