Epic Games Reports 60% Drop-off Reduction After Apple’s iOS 18.6 App Store Installation Revamp

Epic Games, the developer behind popular titles like Fortnite, has announced a significant boost to its user acquisition following Apple’s implementation of a streamlined app installation process in iOS 18.6. The company reports a dramatic 60% decrease in user drop-offs during the installation of its game store, marking a notable improvement in compliance with the Digital Markets Act (DMA).

Earlier this year, Apple began allowing European Union users to install alternative app marketplaces under the DMA’s mandates. The initial installation workflow drew heavy criticism from developers due to its lengthy nature and multiple ‘scare screens’ – warnings that reportedly deterred users. These tactics previously resulted in a $568 million fine against Apple from the EU for non-compliance.

In July, Apple refined this process with the release of iOS 18.6, simplifying the installation of third-party app marketplaces. The updated workflow now features only a single screen, which informs users about potential feature differences (such as App Store subscription management) and clarifies that the alternative store’s developer will handle their data directly.

Epic Games revealed compelling data: prior to the iOS 18.6 update, a substantial 65% of users attempting to install its game store abandoned the process. Post-update, this figure has plummeted to just 25%, a rate the company notes is comparable to user drop-offs observed on Windows and macOS platforms for its game store installations.

Despite this marked improvement in user experience, Epic Games maintains its criticism of Apple’s broader policies. The company continues to challenge aspects such as the core technology fee, stringent notarization and approval processes, and other rules that complicate app distribution outside the App Store ecosystem.

Epic Games’ ongoing battle for open app marketplaces also extends to Google, which the gaming giant accuses of employing similarly lengthy installation processes and misleading warning screens for third-party app stores. Last year, a U.S. court ordered Google to open its Play Store, a decision upheld after Google lost its appeal in July.

阅读中文版 (Read Chinese Version)

Disclaimer: This content is aggregated from public sources online. Please verify information independently. If you believe your rights have been infringed, contact us for removal.