Epic Games has reported a significant improvement in user retention following Apple’s revamped installation process in iOS 18.6. The new process, which sees a reduction in user drop-offs by 60%, was implemented after Apple was required to comply with the EU’s Digital Markets Act (DMA). Earlier this year, Apple began allowing EU users to install alternative marketplaces on their devices. Previously, the installation process was cumbersome and included multiple warning screens about potential dangers of installing apps from non-App Store sources, which discouraged many users from completing the installation.
Developers, including Epic Games, had complained that these “scare screens” led to a high abandonment rate. With iOS 18.6, Apple has simplified the installation process, now presenting just one warning screen. This screen informs users they might miss some features, like subscription management, offered by the App Store and that the alternative app store’s developer will handle their data directly.
Epic Games stated that before this update, 65% of users attempting to install its game store abandoned the process.
Improved installation process impact
Post-update, that figure has dropped to 25%, similar to the drop rates observed with Windows and macOS users.
Despite applauding the new installation process, Epic Games remains critical of some of Apple’s other policies. The company continues to argue against Apple’s notarization and approval policies, which they claim hinder developers from distributing their apps through alternative app stores. During a past legal battle, Epic Games pointed out that Apple allows more freedom for app installations on Mac computers.
Apple’s SVP of software, Craig Federighi, testified that similar freedom on iOS could potentially increase security risks. Epic Games also has ongoing grievances with Google, criticizing the search giant’s lengthy process for installing third-party app stores and warning screens that suggest competitor apps might be harmful. Epic Games’ opposition to big tech’s restrictive app store policies has been a long-standing issue.
However, with the new changes to the iOS installation process, there is a glimpse of progress for developers who have long sought less restrictive environments for app distribution.
