Epic Games says Apple’s streamlined iOS install cuts drop-offs but flags ongoing barriers

Epic Games says Apple’s recent changes to the process of installing third-party app marketplaces on iPhones have sharply reduced the number of users abandoning the flow. But the gaming company continues to accuse both Apple and Google of anticompetitive practices that limit developer choice.

The revision, introduced in iOS 18.6 in July, followed pressure from the European Commission under the Digital Markets Act (DMA). Apple cut its process from 15 steps to six and removed what critics had described as “scare screens” — warnings that previously emphasized risks of using software outside the App Store.

iOS New 6-Step Install Flow 

Epic reported that before the change, 65% of iOS users trying to install the Epic Games Store abandoned the process. That figure has now dropped to around 25%, bringing it closer to installation success rates on Windows and macOS.

Apple’s new screen now alerts users that alternative marketplaces may lack App Store-linked features such as subscription management, and notes that data will be handled by the marketplace provider.

Despite the improvement, Epic argues Apple is still not fully complying with the DMA. The company points to continued requirements such as a “Core Technology Fee,” app notarization and approval policies, and developer terms it views as discriminatory against those supporting rival stores.

Epic has long argued that Apple allows broader freedom for software distribution on macOS, while restricting similar options on iOS under the justification of preventing malware. Regulators fined Apple €500 million ($568 million) earlier this year for failing to meet DMA standards.

Epic also criticized Google’s Android process, which it says still involves 12 steps and repeated warnings that third-party apps “may be harmful.” According to Epic, more than half of installation attempts on Android fail because of these deterrents.

Last year, a U.S. court ruled that Google must open its Play Store to competition, and the company lost its appeal in July. Epic is pursuing further legal action in the United States, alleging that Google’s practices mislead consumers and obstruct alternative distribution channels.