Epic Games sees success: iOS 18.6 reduces installation dropout by 60%

At Epic Games, the creator of Fortnite, confirmed that the new third-party marketplace installation experience from Apple, implemented in iOS 18.6 in the European Union (EU), resulted in an immediate success for user accessibility. The company reported a 60% drop in drop-offs during the installation process of its game store, marking a significant victory for the rules of the Digital Markets Act (DMA).

Before the iOS 18.6 update, Epic Games noted that 65% of users attempting to install their game store abandoned the process. After the change, this index dropped drastically to just 25%. Epic Games observed that this dropout rate is now closer to what the company sees among Windows and macOS users when installing their game store, indicating that the artificial barrier has been removed. This correction reflects regulatory pressure on Apple to open iOS to alternative marketplaces in the EU, as required by the DMA.

The 60% drop in dropout rates highlights the intentionally dysfunctional nature of Apple's initial workflow. Previously, when Apple began allowing the installation of alternative marketplaces earlier this year, the process was notoriously longer and included several "scare screens" - warnings that alerted about the potential dangers of installing apps from sources other than the App Store. Developer discontent with these tactics led the EU to impose a $568 million fine on Apple for not fully complying with the rules of the DMA.

In July, Apple launched the new installation process with iOS 18.6. The revised workflow now includes only one screen that informs users about the possibility of losing some features, such as subscription management offered by the App Store. The screen also warns users that the developer of the alternative app store will handle their data directly, a change that Epic Games considers an improvement in transparency.

Despite this improvement in user experience, Epic Games maintains a critical stance towards Apple's remaining policies. These policies include charging a core technology fee, imposing notarization and approval rules, and maintaining regulations that make it difficult for developers to distribute their apps through alternative stores. Epic Games argues that, although the door has been slightly opened, Apple still imposes prohibitive costs to prevent genuine competition.

Epic Games reiterated an argument from its lawsuit against the iPhone manufacturer: Apple allows users more freedom to install apps outside the App Store on Mac computers. During this legal process, Apple's SVP of software, Craig Federighi, stated that, if the company allowed the same level of freedom on iOS as on Macs, the platform would be overrun with malware, a claim that Epic and other developers contest.

Epic Games' battle extends to Google, which is also criticized for having a lengthy process for installing third-party app stores, along with warning screens suggesting that competitor apps may be harmful to users. Google lost its appeal in July against last year's U.S. court decision, which ordered it to open the Play Store and allow third-party app stores, indicating that regulatory and legal pressure in the mobile device sector is comprehensive.

The 60% reduction in dropout rate for Epic Games after iOS 18.6 is a clear indicator that Apple's "scare screens" were functioning as anti-competitive barriers, a behavior that has already resulted in a $568 million fine from the EU. While accessibility has improved, Epic Games remains critical of remaining policies, such as the core technology fee, and maintains its legal battle against the monopoly practices of both Apple and Google.