Epic says it has proof Apple was scaring users off third-party app stores, and the company is now sharing data to back its claims. Since the EU’s Digital Markets Act (DMA) went into effect, Epic has tracked a dramatic shift in how iOS users approach installing its Epic Games Store.
Epic’s Proof Against Apple
According to Epic’s latest blog post, Apple used to create unnecessary friction in the installation process. Before iOS 18.6, downloading the Epic Games Store on iPhone was overwhelming, with a 65% drop-off rate. After the update, that number fell to just 25%.
Epic argues this proves Apple’s old system was intentionally designed to discourage users. “They’ve reduced the install flow from 15 steps to 6, eliminated their former scare screen with a misleading message, and removed a dead-end in iOS Settings,” the company said.
How The EU Pushed Change
The improvements came after the EU Commission raised concerns in April that Apple’s policies were “overly burdensome and confusing” for anyone trying to install apps outside the App Store. With iOS 18.6, Apple was forced to streamline its process.
Epic believes this marks a turning point. For the first time, iOS users are installing the Epic Games Store at rates closer to Windows and Mac users—something Epic sees as proof that Apple’s earlier design discouraged fair competition.
What This Means For App Stores
This battle is bigger than Epic versus Apple. By proving Apple was scaring users off third-party app stores, Epic is fueling the wider debate about app store monopolies, user freedom, and EU tech regulation.
For now, Epic’s data suggests that with fewer roadblocks, more users are open to trying alternatives. That could reshape the mobile app marketplace far beyond just games.
Comment