Epic Games says Apple’s new install process cuts user drop-offs by 60%

Fortnite maker Epic Games said that Apple’s new installation workflow, implemented in iOS 18.6, has had a positive impact on its user growth, with a 60% decrease in drop-offs.

Apple started allowing EU users to install alternative marketplaces earlier this year under the Digital Markets Act (DMA). At that time, the installation process was lengthier and involved multiple “scare screens” — warnings about the potential dangers of installing apps from sources other than the App Store.

Developers complained that Apple’s tactics resulted in people abandoning the installation process. Earlier this year, the EU slapped a $568 million fine on Apple for not complying with DMA rules.

In July, Apple released a new process for installing third-party app marketplaces on iPhones with iOS 18.6. The new process includes only one screen showing users that they might miss some features, such as subscription management offered by the App Store. The screen also informs users that the alternative app store’s developer will handle their data directly.

Epic Games said that prior to the iOS 18.6 update, 65% of users attempting to install its game store abandoned the process. However, after the update, that figure dropped to 25%. The company noted that this drop rate is closer to the rate it observes with Windows and macOS users installing its game store.

Despite this improvement, the company remains critical of Apple’s policies, including charging a core technology fee, imposing notarization and approval policies, and implementing rules that make it difficult for developers to distribute their apps through alternative app stores.

Epic Games repeated an argument from its lawsuit against the iPhone maker: that Apple allows users more freedom to install apps from outside the App Store on Mac computers. During that lawsuit, Apple’s SVP of software, Craig Federighi, said that if the company allowed the same level of freedom on iOS as on Macs, the platform would be overrun by malware.

Apple is not the only company Epic Games is battling. Epic Games is also criticizing Google for having a lengthy process for installing third-party app stores, along with screens that warn users against installing apps from unknown sources. The gaming company said that Google misleads users by suggesting that apps from competitors like Epic Games might be harmful.

Last year, a U.S. court ordered Google to open up the Play Store and allow third-party app stores. In July, the search giant lost its appeal against the decision.