Epic Games claims user growth after simplifying third-party app store installs in iOS 18.6
By ForGeeks
Epic Games, the creator of Fortnite, has announced that the updated app installation process in iOS 18.6 has had a positive impact on audience growth, with installation bounce rates dropping by 60%.
Reminder, Apple began allowing users in the EU to install alternative app stores as part of the Digital Markets Act (DMA) requirements. Initially, the process was complicated and came with several “warning screens” that developers felt scared users away. In March, Apple was fined $568 million by the EU for such restrictions.
In July, the company introduced a new process for installing third-party marketplaces in iOS 18.6. Now, users are shown just one screen that warns them that certain features – like managing App Store subscriptions – may not be available, and that processing will be handled by the alternative store’s developer.
According to Epic Games, before the release of iOS 18.6, about 65% of users gave up on installing its game store. After the update, the rate dropped to 25%, which is comparable to the abandonment rate for installs on Windows and macOS.
After the update, the rate dropped to 25%, which is comparable to the abandonment rate for Windows and macOS installations.
Epic nonetheless continues to criticize Apple’s policies, pointing to the collection of “core technology” fees, a strict system of notation and app approval rules, and restrictions that make it difficult to distribute software through third-party stores. The company reminds that on Mac, users are free to install apps outside of the Mac App Store, while iOS has no such freedom. Apple justifies this as a way to protect the platform from malware.
Epic Games also criticizes Google for having an overly complicated process for installing third-party stores and warnings that mislead users into thinking competitors’ apps might be dangerous. Last year, a US court ordered Google to open up the Play Store to third-party marketplaces, and the company lost an appeal of the case in July.
