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Epic Games says Apple’s new install process cuts user drop-offs by 60%
Epic Games reported a 60% decrease in user drop-offs after Apple implemented a new install process in iOS 18.6, aligning with the Digital Markets Act. The new process simplified the installation of third-party app marketplaces compared to the previous version, which had high abandonment rates due to multiple warning screens. Despite improvements, Epic continues to criticize Apple's restrictive policies.
Key points
- Epic Games noted a significant drop in user drop-offs from 65% to 25% after the iOS 18.6 update.
- The new installation process replaces multiple warning screens with a single screen highlighting potential feature losses.
- Earlier, developers reported user abandonment caused by lengthy and intimidating installation workflows.
- The EU's Digital Markets Act allowed for alternative app installations, leading to Apple's adjustments following a $568 million fine for compliance failure.
- Epic maintains criticism of Apple's technology fees and restrictive app distribution policies, reflecting ongoing tensions from Epic's lawsuit against Apple.
Why it matters
- The Digital Markets Act marks a significant regulatory effort in the EU to promote competition and reduce monopolistic practices by tech giants.
- Epic Games' challenges resonate with ongoing legal battles against both Apple and Google regarding app distribution and installation processes.
- Current trends in IT emphasize the need for competitive app marketplaces which can influence user engagement and developer freedom worldwide.
- Look towards future tech events like TechCrunch Disrupt 2025 to address ongoing critiques against entrenched digital service practices.
The new installation process in iOS shows a substantial impact on user engagement, yet Epic Games' continued concerns over Apple's restrictive policies highlight the ongoing struggle for more competitive app ecosystems.