The new marketplace installation process in iOS 18.6 has reduced Epic Games Store user abandonment from 65% to 25%, but the company continues to criticize Apple’s policy.

Epic Games reports growth after simplified installation in iOS 18.6

After the introduction of iOS 18.6, Apple simplified the installation of third-party app stores for users in the EU. Previously, the process contained several warning screens that scared users away, but now there is only one screen that warns about the possible loss of some App Store features, including subscription management.

The result for Epic Games

Epic Games said that before the update, 65% of users who tried to install the Epic Games Store on iOS aborted the process. After iOS 18.6, this figure dropped to 25% – almost at the level of installations on Windows and macOS. The company called the changes positive, as they made it much easier to attract new users.

Criticism of Apple

Despite the improvements, Epic Games continues to accuse Apple of creating barriers: maintaining the core technology fee, the notarization policy and rules that make it difficult to distribute applications through alternative stores. The company reminded that on Mac users have more freedom to install applications, while iOS remains a closed system.

Google also under fire

Epic Games also criticizes Google for the complicated process of installing third-party marketplaces on Android. The company considers warning screens that position competitor applications as potentially dangerous to mislead users. A US court has already ordered Google to open the Play Store to alternative stores, and in July the company lost an appeal.

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