Apple does not make video games. But he’s the hottest player in the game.

Apple Inc. does not manufacture popular video games such as “Fortnite” or consoles such as the Xbox. But with little fanfare, chief executive Tim Cook has made the iPhone maker one of the biggest video game companies in the world.

Key is the App Store, its digital marketplace, where the company sells and distributes thousands of games from other companies and developers, from “Fortnite” of Epic Games Inc. to “Honor of Kings” of Tencent Holdings Ltd. takes a 30% reduction in sales. This explains a lot about the tech giant’s current battles with its rivals.