Epic Games reported that Apple’s new installation workflow in iOS 18.6 has resulted in a 60% decrease in user drop-offs, positively impacting user growth. This change was announced on October 1, 2025.
Changes in Installation Process
Apple began allowing EU users to install alternative marketplaces earlier this year under the Digital Markets Act (DMA). Initially, the installation process involved multiple warnings about potential dangers, leading to high abandonment rates. Epic Games noted that prior to the iOS 18.6 update, 65% of users abandoned the installation of its game store. After the update, this figure dropped to 25%, aligning more closely with Windows and macOS user rates.
The new installation process introduced in July 2025 includes only one screen that informs users about missing features, such as subscription management, and states that the alternative app store’s developer will handle their data directly.
Ongoing Criticism of Apple and Google
Despite the improvements, Epic Games remains critical of Apple’s policies, including the core technology fee and notarization requirements. The company argues that these policies make it difficult for developers to distribute apps through alternative app stores. Epic Games also criticized Google for similar lengthy processes and warnings against installing apps from unknown sources.
In July 2025, a U.S. court ordered Google to open the Play Store to third-party app stores, and the company lost its appeal against this decision.
