Epic Games, the renowned creator of Fortnite, has announced a significant boost in user growth following Apple's latest update to its installation workflow in iOS 18.6. The update has led to a remarkable 60% decrease in drop-off rates during the app installation process, a crucial metric for developers aiming to expand their user base.
This positive shift comes after Apple began allowing users in the EU to install alternative marketplaces earlier this year, as mandated by the Digital Markets Act (DMA). Initially, the installation process was complicated and lengthy, featuring numerous "scare screens" that warned users about the potential risks associated with downloading apps from sources other than the official App Store.
Developers, including Epic Games, expressed concerns that these tactics discouraged users from completing the installation process. Earlier in the year, the European Union took action against Apple, imposing a hefty $568 million fine for non-compliance with DMA regulations.
In July, Apple revamped the installation process for third-party app marketplaces on iPhones running iOS 18.6. The updated workflow now includes only one informational screen that alerts users they might miss certain App Store features, such as subscription management. Moreover, this screen clarifies that the developer of the alternative app store will be responsible for handling user data directly.
Epic Games reported that prior to the iOS 18.6 update, a staggering 65% of users attempting to install its game store abandoned the process. Post-update, this figure has dropped to just 25%, aligning closer to the installation rates observed among Windows and macOS users. This improvement is a significant milestone for Epic Games and reflects the potential for greater user engagement with alternative app stores.
In its ongoing legal battle with Apple, Epic Games reiterated its stance that Apple provides greater freedom for users to install apps from outside the App Store on Mac computers. During the lawsuit, Craig Federighi, Apple's SVP of software, argued that if iOS were to offer similar freedom, the platform would become inundated with malware.
Epic Games is not only contesting Apple's practices but is also challenging Google over its lengthy app installation process for third-party marketplaces. The company criticizes Google for employing similar warnings that discourage users from installing apps from unknown sources. Epic Games argues that these tactics mislead users, suggesting that apps from competitors like itself may pose risks.
As the landscape of app distribution evolves, the ongoing battles between Epic Games, Apple, and Google highlight significant issues regarding user freedom and developer access. The recent improvements in iOS 18.6 may signal a shift towards a more open ecosystem, but challenges remain as companies navigate the complexities of compliance and user security.
