Apple’s iOS 18.6 Update Cuts Epic Games User Drop-Offs by 60%
Epic Games, maker of Fortnite, reports a significant improvement in user retention following Apple’s introduction of a new installation workflow in iOS 18.6. The update, designed to comply with the European Union’s Digital Markets Act (DMA), has reduced user drop-offs during the installation of alternative app marketplaces by 60%. Previously, the installation process for third-party app stores on iOS involved multiple warning screens cautioning users about potential security risks. These “scare screens” led to a high abandonment rate, with Epic Games noting that 65% of users attempting to install its game store quit before completion. Apple faced a $568 million fine earlier this year for non-compliance with the DMA, prompting the company to revise its installation protocol.
Streamlined Installation Process Under iOS 18.6
The updated installation workflow now features a single informational screen. This screen alerts users that some features, such as subscription management, may be unavailable outside the App Store and clarifies that the alternative app store developer will manage their data directly. Following this update, the drop-off rate for Epic Games’ store installation plummeted to 25%, a figure more in line with installation rates on Windows and macOS platforms. Epic Games shared detailed metrics underscoring the impact of Apple’s changes, highlighting a marked increase in successful installations.
Ongoing Concerns Over Apple’s App Policies
Despite the improved installation experience, Epic Games continues to criticize Apple’s broader app ecosystem policies. The company objects to the imposition of a core technology fee, stringent notarization and approval requirements, and restrictive rules that complicate the distribution of apps through alternative marketplaces. Epic reiterates its argument from ongoing litigation, emphasizing the disparity between iOS and macOS in allowing users to install apps outside Apple’s official store. Apple’s senior vice president of software, Craig Federighi, has stated that loosening these restrictions on iOS would expose the platform to malware risks.
Broader Industry Context: Google and Third-Party App Stores
Epic Games is also critical of Google’s approach to third-party app store installations on Android. The company points to Google’s lengthy installation process and warning screens that discourage users from installing apps from outside the Play Store. Epic accuses Google of misleading users by implying that apps from competitors such as Epic Games may be harmful. This comes amid ongoing legal pressure on Google to open its Play Store to third-party alternatives, following a U.S. court ruling and a failed appeal by Google earlier this year.
Conclusion
Apple’s iOS 18.6 update marks a meaningful step toward compliance with EU regulations, significantly improving the user experience for installing alternative app stores. However, Epic Games’ continued criticism highlights ongoing tensions over platform control, fees, and security policies. The company’s broader campaign against restrictive app store policies extends to Google’s Android ecosystem, underscoring the evolving landscape of mobile app distribution and regulatory scrutiny.
FinOracleAI — Market View
Apple’s revised installation process under iOS 18.6 demonstrates a tangible response to regulatory pressures, reducing friction for users and potentially expanding alternative app marketplace adoption.
- Opportunities: Enhanced user retention could encourage more developers to pursue alternative app stores, fostering competition and innovation.
- Risks: Persisting restrictive policies and fees may continue to limit the growth of third-party marketplaces and invite further legal challenges.
- Regulatory Impact: EU enforcement is driving platform changes that may set precedents for other jurisdictions.
- Competitive Dynamics: The legal and regulatory battles involving Apple and Google signal ongoing shifts in mobile app distribution models.
Impact: Apple’s update positively influences user acquisition for alternative app stores but does not fully resolve developer concerns, maintaining pressure on platform gatekeepers amid regulatory and legal scrutiny.
