Epic Games Says Apple’s New Install Process Cuts User Drop-Offs By 60%
Fortnite maker Epic Games says Apple’s new install process cuts user drop-offs by 60%, marking a major shift in how users experience app installations on iOS. The change, rolled out with iOS 18.6, has reduced friction for gamers and developers alike, especially in the European Union.
Image Credits:Jakub Porzycki/NurPhoto / Getty Images
Apple’s Old Process Led To User Frustration
Earlier this year, Apple began allowing EU users to install third-party marketplaces under the Digital Markets Act (DMA). But the process wasn’t smooth. Multiple warning screens, sometimes called “scare screens,” caused confusion and discouraged users from completing installations.
Developers argued these tactics were designed to keep users tied to Apple’s App Store. The EU even fined Apple $568 million for failing to comply with DMA requirements.
Apple Streamlines Installations In iOS 18.6
In July, Apple launched a new, simplified installation process with iOS 18.6. Now, users only see a single screen before installing an alternative marketplace. The message informs them that they might lose certain App Store-linked features, such as subscription management, and clarifies that the new store’s developer will manage their data directly.
This streamlined process has made installations much smoother — and according to Epic, it’s showing immediate results.
Epic Games Sees Major Drop-Off Improvements
Epic Games revealed that before iOS 18.6, nearly 65% of users abandoned the installation of its game store. After Apple’s changes, that number dropped to just 25% — a rate much closer to what Epic sees on Windows and macOS.
The improvement highlights how important onboarding and user experience are in mobile ecosystems. A small reduction in friction can mean a massive increase in completed installs.
Developers Still Critical Of Apple’s Rules
While Epic welcomed the drop-off reduction, the company continues to criticize Apple’s broader policies. Issues like the core technology fee, notarization requirements, and strict approval processes still limit how developers can distribute apps outside the App Store.
Epic argues these rules restrict real competition, even if Apple has made the installation process less intimidating.
What This Means For The Future Of App Distribution
The change shows that regulatory pressure under the DMA is forcing Apple to adjust. If more developers see similar improvements, we may witness a more open iOS ecosystem where third-party app stores become viable alternatives.
Still, the battle between Apple and developers like Epic is far from over. With more regulatory scrutiny expected, the conversation around app distribution, fees, and user choice will continue to heat up.
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