Epic Games: Apple's New Install Process Boosts User Retention

Epic Games Reports Positive Impact from Apple’s iOS 18.6 Installation Changes

Epic Games, the creator of Fortnite, has stated that Apple’s revised installation procedure, introduced with iOS 18.6, has demonstrably boosted user acquisition. Specifically, the company observed a significant 60% reduction in the rate at which users abandon the installation process.

Background: The Digital Markets Act and Initial Challenges

The ability for EU users to install alternative app marketplaces was initiated earlier this year as a result of the Digital Markets Act (DMA). Initially, however, the installation process proved cumbersome and featured numerous warning prompts – often referred to as “scare screens” – detailing potential risks associated with installing applications from sources outside the official App Store.

These initial tactics employed by Apple drew criticism from developers. Concerns were raised that the process discouraged users from completing installations. Consequently, the EU imposed a substantial fine of $568 million on Apple for non-compliance with the DMA regulations.

The iOS 18.6 Update and Improved User Experience

In July, Apple released an updated installation process for third-party app marketplaces on iPhones running iOS 18.6. This streamlined approach now presents users with a single screen.

This screen informs users about potential limitations, such as the absence of App Store-provided subscription management features. It also clarifies that the developer of the alternative app store will be directly responsible for handling user data.

Quantifiable Improvements in Installation Rates

Prior to the iOS 18.6 update, Epic Games reported that 65% of users who began installing its game store ultimately abandoned the process. Following the update, this abandonment rate decreased substantially to 25%.

The company highlighted that this new drop-off rate is now comparable to the rates experienced when users install its game store on Windows and macOS operating systems.

Ongoing Concerns Regarding Apple’s Policies

Despite these improvements, Epic Games continues to express reservations about certain Apple policies. These include the imposition of a core technology fee, the requirement for app notarization and approval, and regulations that create obstacles for developers seeking to distribute their applications through alternative app stores.

Parallels with macOS and Security Arguments

Epic Games reiterated arguments presented in its legal dispute with Apple. The core contention is that Apple permits greater freedom in installing applications from outside its App Store on Mac computers.

During the lawsuit, Apple’s Senior Vice President of Software, Craig Federighi, suggested that mirroring this level of freedom on iOS could lead to a proliferation of malware on the platform.

Criticism of Google’s Practices

Apple is not the sole target of Epic Games’ scrutiny. The company is also voicing criticism of Google, citing a lengthy installation process for third-party app stores and warning screens that caution users against installing applications from unfamiliar sources.

Epic Games alleges that Google employs misleading tactics by implying that applications from competitors, such as its own, may pose a security risk.

Legal Battles and Court Decisions

A U.S. court previously mandated Google to open up the Play Store and permit the inclusion of third-party app stores. In July, Google’s appeal against this ruling was unsuccessful.

This decision further underscores the growing trend towards greater openness and competition within the mobile app ecosystem.