Epic Games, the creator of Fortnite, reported that Apple’s updated installation process in iOS 18.6 has significantly boosted its user numbers, reducing the abandonment rate by 60%.
Earlier this year, Apple began permitting users in the EU to download alternative app marketplaces as required by the Digital Markets Act (DMA). Initially, this installation method was more complicated and featured several warning screens cautioning users about the risks of installing apps from outside the official App Store.
Image Credits: Epic Games
Many developers argued that Apple’s approach led to a high number of users quitting the installation midway. Earlier this year, the EU fined Apple $568 million for failing to adhere to DMA regulations.
In July, Apple introduced a streamlined method for installing third-party app marketplaces on iPhones running iOS 18.6. This revised process now presents users with a single notification, explaining that they may lose access to certain features, like subscription management provided by the App Store, and that the developer of the alternative marketplace will directly manage their data.
Epic Games revealed that before the iOS 18.6 release, 65% of users trying to install its game store gave up before completion. After the update, this rate dropped to 25%. The company added that this new drop-off rate is similar to what it sees from Windows and macOS users installing its store.
Image Credits: Epic Games
Despite these gains, Epic Games continues to criticize Apple’s practices, such as imposing a core technology fee, requiring app notarization and approval, and enforcing policies that complicate the distribution of apps through alternative marketplaces.
New Installation process after iOS 18.6 rollout Image Credits: Epic
Epic Games reiterated a point from its legal battle with Apple, stating that Mac users have more flexibility to install apps from outside the App Store. During the trial, Apple’s software chief Craig Federighi argued that granting the same level of freedom on iOS would expose the platform to widespread malware.
Epic Games is also in conflict with Google, criticizing the company for its complicated process for installing third-party app stores and for displaying warnings about the risks of downloading apps from unknown sources. Epic claims that Google misleads users by implying that apps from rivals like Epic Games could be dangerous.
Image Credits: Epic Games
In the United States last year, a court ordered Google to allow third-party app stores on the Play Store. Google’s appeal against this ruling was rejected in July.
