epic games says apple s new install Epic Games has reported a significant improvement in user retention following Apple’s recent changes to its app installation process.
epic games says apple s new install
Introduction to the New Installation Process
In a notable shift for the mobile app landscape, Epic Games, the developer behind the popular game Fortnite, has revealed that Apple’s new installation workflow, introduced with iOS 18.6, has resulted in a remarkable 60% reduction in user drop-offs. This change comes in the wake of Apple’s compliance with the European Union’s Digital Markets Act (DMA), which mandates that tech giants allow alternative app marketplaces. The implications of this new process extend beyond just user retention; they signal a potential shift in the dynamics of mobile app distribution.
Background on the Digital Markets Act
The Digital Markets Act, which came into effect earlier this year, aims to create a more level playing field in the digital economy. It targets large tech companies, often referred to as “gatekeepers,” and imposes regulations designed to foster competition. One of the key provisions of the DMA is the requirement for these companies to allow third-party app stores and alternative payment systems. This legislation is particularly significant in the context of Apple’s long-standing control over its App Store, which has been a point of contention for developers and regulators alike.
Impact on App Distribution
Prior to the DMA, Apple maintained a strict policy that limited app distribution to its own App Store. This not only restricted developers’ options for reaching users but also resulted in a cumbersome installation process that often deterred potential users. With the introduction of alternative marketplaces, developers now have the opportunity to offer their apps through different channels, which can streamline the installation process and improve user experience.
Epic Games’ Experience with the New Process
Epic Games has been at the forefront of advocating for changes in app distribution practices. The company has long criticized Apple’s App Store policies, arguing that they stifle innovation and limit developers’ ability to reach users effectively. With the implementation of the new installation workflow, Epic Games has observed a significant uptick in user engagement.
Details of the Installation Workflow
The new installation process introduced by Apple simplifies the steps required for users to download and install apps from alternative marketplaces. This streamlined approach is designed to minimize friction during the installation process, which has historically been a barrier for many users. According to Epic Games, this has led to a 60% decrease in drop-offs, meaning that a larger percentage of users who initiate the installation process are successfully completing it.
Quantifying User Growth
While specific numbers regarding user growth have not been disclosed, the 60% reduction in drop-offs suggests that the new installation process is resonating well with users. This improvement is particularly crucial for Epic Games, as user retention is a key metric for the success of any mobile application, especially for a game like Fortnite that relies on a large and active player base.
Broader Implications for the Mobile App Ecosystem
The changes brought about by the Digital Markets Act and Apple’s new installation workflow have broader implications for the mobile app ecosystem. By allowing alternative marketplaces, Apple is not only complying with regulatory requirements but also potentially reshaping the competitive landscape.
Increased Competition
With the introduction of alternative app stores, developers now have the opportunity to reach users through different channels, which could lead to increased competition among app marketplaces. This competition may result in better services, lower fees, and more innovative features for users. As developers explore these new avenues, it will be interesting to see how they adapt their marketing strategies and user engagement efforts.
Potential Challenges
While the new installation process has shown positive results for Epic Games, it is essential to consider potential challenges that may arise. For instance, the existence of multiple app marketplaces could lead to fragmentation in the user experience. Users may become confused about where to find certain apps or may be hesitant to download from less familiar sources. Additionally, developers will need to navigate varying regulations and requirements across different marketplaces, which could complicate their distribution strategies.
Stakeholder Reactions
The response to Apple’s new installation process has been mixed among stakeholders in the tech industry. While developers like Epic Games have welcomed the changes, others remain cautious about the long-term implications.
Developer Community
The developer community has largely expressed optimism about the potential for increased user engagement and retention. Many developers have long argued that Apple’s App Store policies have hindered their ability to reach users effectively. The new installation workflow is seen as a step in the right direction, providing developers with more control over how they distribute their apps.
Consumer Perspective
From a consumer perspective, the changes could lead to a more diverse app ecosystem. Users may benefit from a wider variety of apps and potentially lower prices as competition increases. However, there are concerns about security and the quality of apps available through alternative marketplaces. Users may need to exercise greater caution when downloading apps from sources outside of the traditional App Store.
Future Outlook
As the mobile app landscape continues to evolve, the long-term effects of Apple’s new installation process and the Digital Markets Act will become clearer. The success of this new workflow will likely depend on how well developers adapt to the changing environment and how users respond to the availability of alternative marketplaces.
Monitoring User Behavior
Epic Games and other developers will need to closely monitor user behavior to understand the full impact of the new installation process. Analyzing metrics such as installation rates, user engagement, and retention will be crucial in determining the effectiveness of these changes. Additionally, feedback from users will play a vital role in shaping future updates and improvements to the installation workflow.
Potential for Further Changes
As the regulatory landscape continues to evolve, it is possible that further changes to app distribution practices will emerge. Developers and industry stakeholders will need to remain agile and responsive to these developments to capitalize on new opportunities and address any challenges that arise.
Conclusion
Epic Games’ announcement regarding the positive impact of Apple’s new installation process underscores a significant shift in the mobile app ecosystem. The 60% reduction in user drop-offs highlights the potential for improved user engagement and retention as developers adapt to the changing landscape. As the industry navigates the implications of the Digital Markets Act and the introduction of alternative marketplaces, the future of app distribution remains an area of keen interest and ongoing evolution.
Source: Original report
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Last Modified: October 1, 2025 at 2:37 pm
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