Epic Games Welcomes Improved User Experience Following iOS 18.6 Update
Epic Games, the creator of the popular battle royale game Fortnite, has reported a notable increase in user engagement following Apple’s recent update to iOS 18.6. The updated installation workflow for third-party app stores has resulted in a 60% reduction in user drop-off rates during the installation process.
Changes in Installation Procedures Under the Digital Markets Act
Earlier this year, Apple began allowing users in the European Union to install alternative marketplaces as part of compliance with the Digital Markets Act (DMA). Initially, this process was complicated and included multiple warning screens detailing the risks associated with downloading apps from sources outside Apple’s official App Store.
Developers expressed frustration over these barriers, indicating that they deterred users from completing installations. In response to these issues, the EU imposed a hefty fine of $568 million on Apple for failing to adhere to DMA regulations.
The Impact of iOS 18.6 on User Retention
In July, Apple rolled out a streamlined installation process for third-party app stores on devices using iOS 18.6. This new method simplifies the experience, featuring only a single screen that indicates potential limitations, such as the unavailability of certain subscription management features provided by the App Store. This screen also informs users that the alternative app store’s developer will manage their data directly.
According to Epic Games, prior to the iOS 18.6 update, a significant 65% of users attempting to install its app store abandoned the process. Following the update, this figure dramatically decreased to 25%, aligning more closely with user retention rates experienced on macOS and Windows platforms.
Continued Criticism of Apple’s Policies
Despite the positive changes observed post-update, Epic Games has articulated ongoing concerns regarding Apple’s operational guidelines. These include a core technology fee, stringent notarization procedures, and restrictive rules that hinder developers from effectively distributing applications through alternative marketplaces.
Epic Games reiterated a pivotal argument from its ongoing lawsuit against Apple, which highlights the disparity between app installation freedom on Mac computers compared to the restrictions on iOS. During this litigation, Apple’s Senior Vice President of Software Engineering Craig Federighi cautioned that unrestrained app installation on iOS could lead to an influx of malware.
Epic Games vs. Google: A Continued Legal Battle
Epic Games is not only at odds with Apple but is also critical of Google’s practices. The company has voiced concerns about the lengthy installation process for third-party app stores on Android devices, which similarly includes warnings about potential risks of unknown apps. Epic asserts that Google misrepresents competing apps, implying they could be harmful.
Notably, a U.S. court recently ruled that Google must allow greater flexibility for third-party app stores on its Play Store, a decision that was upheld after Google lost its appeal in July.
As Epic Games continues to navigate its legal challenges and advocate for more developer-friendly policies, the shift in user experience following Apple’s iOS 18.6 update represents a significant step forward in the discourse surrounding app marketplace regulations.
