Epic Games announced that Apple’s updated installation workflow on iOS 18.6 has significantly boosted its user retention, with a 60% reduction in installation drop-offs.
Apple introduced the changes earlier this year to comply with the EU’s Digital Markets Act (DMA), which requires it to allow alternative app marketplaces. Initially, the installation process included multiple warning screens that discouraged users from completing the setup. In March, the EU fined Apple $568 million for non-compliance.
With the July rollout of iOS 18.6, Apple simplified the process, condensing it into a single screen. This screen informs users they might miss some features available in the App Store, such as subscription management, while clarifying that the third-party developer will handle data directly.
Epic reported that before the update, 65% of users abandoned installation of its game store on iOS. That figure has now dropped to 25%, aligning more closely with drop-off rates on Windows and macOS.
Despite this improvement, Epic continues to challenge Apple’s ecosystem rules, including its core technology fee, notarization policies, and restrictions on third-party distribution. The company also remains critical of Google’s lengthy third-party app installation process, which it argues misleads users into believing competitor apps are unsafe.
Related: Google Revamps Play Store With AI Features, New Tabs, and Gaming Sidekick
Both Apple and Google face ongoing regulatory and legal battles worldwide over their app store practices.
