Post-iOS 18.6 changes make it easier to install third-party app stores, but Epic warns Apple’s remaining restrictions still hinder competition
Epic Sees Major Gains After Apple Eases Install Barriers
Epic Games reports a 60% drop in user drop-offs when installing its game store on iPhones, following a change Apple made in iOS 18.6. The improvement comes after months of criticism over Apple’s “scare screen” tactics, which dissuaded users from installing third-party app marketplaces under the EU’s Digital Markets Act (DMA).
Before the update, 65% of users abandoned the install. Now, only 25% do — a rate comparable to Windows and macOS, according to Epic.
What Changed in iOS 18.6?
When Apple began allowing alternative app stores in the EU earlier this year, the process was complex and intimidating, featuring multiple screens warning about:
- Potential security risks
- Missing features like App Store subscription management
- Data privacy concerns when using third-party marketplaces
After the EU fined Apple $568 million for non-compliance with the DMA, Apple revised the flow in iOS 18.6. The new process includes:
- A single warning screen
- Notices about subscription management limitations
- Disclosure that the third-party developer handles user data directly
This streamlined approach led to a sharp improvement in user conversion for Epic’s store — a critical win for companies challenging Apple’s app distribution dominance.
Epic Welcomes Progress — But Says It’s Not Enough
While Epic Games applauds the reduced friction, it remains highly critical of Apple’s remaining barriers to third-party distribution. Key grievances include:
- The Core Technology Fee, which charges developers even if they don’t use Apple’s App Store
- Notarization requirements for third-party apps, giving Apple approval control
- Policies that limit discoverability and restrict developer tools for alternative marketplaces
Epic reiterated a point from its ongoing legal battles: on macOS, users can freely install apps from any source, whereas iOS remains locked down. During their lawsuit, Apple’s software chief Craig Federighi claimed that full openness on iOS would lead to a surge in mobile malware.
Epic Calls Out Google, Too
Apple isn’t the only company in Epic’s crosshairs. Epic also criticized Google’s installation process for third-party app stores on Android:
- Users face multiple warning screens
- Google’s messaging implies that non-Play Store apps are potentially dangerous
- Epic argues this misleads users and undermines legitimate competition
An Epic-provided chart shows Android users facing similar drop-off rates during the install process — mirroring what was previously seen on iOS.
Despite a court order requiring Google to open up the Play Store, Epic says Google continues to erect barriers to deter alternative distribution.
A Shift in Platform Power?
Epic’s findings are part of a broader shift in platform control driven by regulatory intervention. The DMA, court rulings, and antitrust scrutiny are forcing tech giants to loosen their grip — but Epic insists it’s still far from a level playing field.
The improved drop-off metrics show that user interest exists, but platform gatekeeping remains a bottleneck. As pressure mounts, Apple and Google may be forced to further simplify processes, reduce fees, and open up distribution — or risk more fines and legal setbacks.
