Apple via The Verge:

The problem Epic has created for itself is one that can easily be remedied if they submit an update of their app that reverts it to comply with the guidelines they agreed to and which apply to all developers. We won’t make an exception for Epic because we don’t think it’s right to put their business interests ahead of the guidelines that protect our customers.

Epic knew the rules when they submitted Fortnite and other apps to the App Store, and have practically admitted to taking full advantage of the tools Apple makes available via the App Store. If they’re not happy with the terms, they shouldn’t have put their apps there in the first place. Ultimately, much like their exclusivity deals on the EGS, this battle with Apple just hurts customers.