Epic Games reported a massive 60% drop in user abandonment when installing its third-party app store on iPhones in the European Union following Apple’s streamlined workflow rollout in iOS 18.6.
Simplifying the iOS Installation Flow
Under the European Union’s Digital Markets Act (DMA), Apple began permitting alternative app marketplaces on iOS earlier this year. However, initial implementation forced users through an arduous multi-step setup dominated by “scare screens”—intrusive warnings highlighting potential security risks of downloading software outside the official App Store.
App developers argued that these scare tactics deliberately deterred consumers from completing installations. Regulators agreed: the European Union hit Apple with a $568 million fine for failing to comply with DMA standards.
In July, Apple released a new process for installing third-party app marketplaces in iOS 18.6. The update consolidated warnings into a single screen informing users that features like App Store subscription management would not apply, and that the alternative store developer directly manages user data.
By the Numbers: Dramatic Conversion Improvement
Prior to the iOS 18.6 update, 65% of iPhone users attempting to install the Epic Games Store gave up midway through the process. Following the update, that friction figure plummeted to 25%. Epic Games highlighted that this revised conversion rate aligns closely with historical installation behavior observed among Windows and macOS users.
Lingering Friction and Monopolistic Pushback
While acknowledging the gains, Epic Games maintains that Apple’s ecosystem remains hostile toward third-party market competitors. The gaming giant continues to criticize Apple’s Core Technology Fee, complex notarization protocols, and restrictive app distribution conditions.
The Desktop vs. Mobile Security Debate
Epic Games reiterated arguments established in its landmark lawsuit against Apple, pointing out that Mac desktop users face fewer barriers when installing outside software. During those legal proceedings, Apple SVP of Software Engineering Craig Federighi countered that relaxing iOS security rules to match macOS would leave the mobile platform overrun by malware.
Epic Games Targets Google’s Android Installation Flow
Apple is not Epic’s sole legal target. Epic Games is concurrently challenging Google over similar friction in Android’s sideloading experience. Epic claims Google misleads consumers by displaying multi-step security alerts implying third-party app stores are inherently malicious.
A U.S. federal court previously ruled that Google must open Android to third-party app stores. In July, Google lost its appeal against the antitrust decision, clearing the way for further regulatory changes across the Android ecosystem.
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