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

Epic Games, the developer behind Fortnite, has reported a significant enhancement in user engagement following Apple's recent update in iOS 18.6. The new installation workflow has led to a remarkable 60% reduction in drop-offs during the app installation process. Earlier this year, Apple began permitting users in the EU to install alternative app marketplaces as part of compliance with the Digital Markets Act (DMA). Initially, the installation experience was cumbersome, featuring multiple warning screens that highlighted the risks associated with downloading apps from outside the App Store. This led to considerable frustration among developers, who noted that many users abandoned the installation midway. In response to regulatory pressure, including a hefty $568 million fine from the EU for non-compliance with DMA regulations, Apple revamped its installation method in July. The updated procedure now presents only a single warning screen, which informs users that they may forfeit certain features, such as subscription management linked to the App Store. Additionally, it clarifies that user data will be managed directly by the alternative app store’s developer. Before the iOS 18.6 update, Epic Games observed that a staggering 65% of users attempted to install its game store but pulled out before completion. Post-update, that figure has dramatically decreased to just 25%, aligning more closely with the installation rates seen among Windows and macOS users. Despite these advancements, Epic Games continues to voice concerns over Apple’s policies, particularly regarding the core technology fees and stringent approval processes that complicate app distribution through alternative stores. The company has reiterated its stance from its ongoing legal battle against Apple, emphasizing that the tech giant permits more flexibility for app installations on Mac computers compared to iOS. In the midst of these developments, Epic Games is also directing its criticism at Google, pointing out that the installation process for third-party app stores on Android is similarly lengthy and riddled with warning screens that could deter users. The company claims that Google’s messaging suggests that apps from competitors may pose risks. Notably, a U.S. court ruled last year that Google must allow third-party app stores on the Play Store, and the tech giant recently lost an appeal against this decision.