Epic Games, the company behind the popular game Fortnite, recently announced a significant improvement in user retention during the installation of its game store on Apple's iOS platform. Following Apple's implementation of a revised installation process in iOS 18.6, Epic Games has reported a remarkable 60% reduction in user drop-offs. This positive shift indicates that the previous, more cumbersome installation methods were a substantial barrier for users. The move to a more streamlined approach aligns the iOS installation experience closer to what users encounter on Windows and macOS, suggesting a more user-friendly environment for alternative app marketplaces. However, Epic Games maintains its critical stance on certain Apple policies, such as the core technology fee and stringent approval processes, while also expressing dissatisfaction with Google's approach to third-party app installations.
Previously, when Apple first allowed European Union users to access alternative app marketplaces under the Digital Markets Act, the installation process was characterized by its complexity and the inclusion of multiple 'scare screens.' These screens presented users with warnings about potential risks associated with installing applications from sources other than Apple's official App Store. This lengthy and cautionary process led to a high rate of user abandonment, with Epic Games noting that 65% of users would discontinue the installation of their game store before completing it. Developers, including Epic Games, argued that these tactics by Apple deliberately hindered the adoption of alternative marketplaces. The European Union even imposed a substantial fine of $568 million on Apple for failing to fully comply with DMA regulations earlier this year, highlighting the contentious nature of these policies.
In response to these criticisms and regulatory pressures, Apple rolled out an updated process for third-party app marketplace installations with iOS 18.6 in July. This new workflow significantly simplifies the user experience by reducing the number of warning screens to just one. This single screen informs users that certain features, like subscription management, might be unavailable and that data handling would be directly managed by the alternative app store's developer. The impact of this change was immediate and substantial for Epic Games; the drop-off rate for users installing their game store plummeted from 65% to 25%. This revised rate is comparable to the user retention observed when installing the Epic Games store on desktop operating systems like Windows and macOS, marking a major step towards a more equitable and less restrictive app ecosystem on iOS.
Despite the notable improvements in the installation experience, Epic Games continues to voice strong objections to several of Apple's other policies. These include the controversial 'core technology fee,' which imposes charges on developers for app installations regardless of whether the revenue is generated through the App Store, as well as the ongoing notarization and approval policies. Epic Games contends that these rules still create significant hurdles for developers seeking to distribute their applications outside of Apple's direct control. The company draws parallels to its previous legal battles, referencing its lawsuit against Apple where it argued that iOS should offer the same level of app installation freedom as macOS, a claim Apple's SVP of software, Craig Federighi, famously countered by suggesting it would lead to a malware-ridden platform.
Beyond its disputes with Apple, Epic Games is also actively challenging Google's practices regarding third-party app store installations on Android. The gaming giant criticizes Google for its own protracted installation processes and the use of warning screens that, according to Epic Games, inaccurately suggest that apps from competing platforms could be harmful. Epic Games asserts that Google's approach is designed to mislead users and discourage them from exploring alternative app sources. This ongoing contention with Google follows a U.S. court order last year, which mandated Google to open its Play Store to rival app marketplaces, a decision that Google unsuccessfully appealed in July. Both cases underscore Epic Games' persistent efforts to advocate for more open and competitive digital ecosystems across major mobile platforms.
The updated installation process on iOS 18.6 has yielded tangible benefits for Epic Games, as evidenced by the dramatic decrease in user drop-offs. This development is a clear indication that a more streamlined and less intimidating installation pathway can significantly enhance user engagement with third-party app stores. The newfound efficiency in the iOS installation funnel brings the mobile experience closer to the seamless process found on desktop platforms, fostering a more inclusive environment for developers and users alike. While this marks a positive change, the broader debate over fair competition and open access within mobile ecosystems continues, with Epic Games remaining a prominent voice in challenging the restrictive policies of major platform holders like Apple and Google.
