Epic Games Claims Apple’s New Install Process Cuts User Drop-off By 60%

Fortnite house Epic Games is claiming that Apple’s new installation process is impacting player drop-off. Positively reflecting on player growth, Epic Games states the new workflow is resulting in a 60 percent decrease in drop-offs.

Epic Games says that the new third-party installation workflow is retaining more users. According to the company, 65 percent of users who previously attempted to install a game dropped off and abandoned the process. However, thanks to the updated process, that figure is now only 25 percent. Epic Games states that this is closely in line with the installation process on Windows and macOS.

As per the EU’s Digital Markets Act, Apple has started to allow users to install third-party marketplaces as alternatives to Apple’s very own. When it was first implemented, installations were lengthier and included what’s referred to as “scare screens” which warned users about potential threats of using third-party apps outside of the App Store.

However, Apple released a new process for installing third-party app marketplaces in July by way of iOS 18.6. The new process removes many of the screens affecting the workflow, simplifying the experience. Including only one screen, the workflow merely shows users some of the missing features offered by the App Store, as well as informs users about how developers may use user data.

With all this said, Epic Games remains critical of Apple and its App Store policies. As an outspoken advocate for transparent approval policies, flexible alternatives to the App Store and pleas to reduce the “Apple tax” for developers.

Earlier this year, Apple was found to have violated a 2021 court injunction concerning its App Store policies. As part of the ongoing antitrust battle with Epic Games in the US, Apple was found to be deliberately obstructing developers from allowing users access to alternative payment methods outside the App Store.