Epic says Apple’s streamlined installation flow in iOS 18.6 is paying off. Since the update rolled out in July, the company reports a 60% drop in users abandoning the process of installing its marketplace on iPhones in the EU. Before iOS 18.6, about 65% of people gave up mid-install; now that figure is roughly 25%, a rate Epic says is closer to what it sees on Windows and macOS.
This shift follows the European Union’s Digital Markets Act, which forced Apple to allow third-party app marketplaces for EU users earlier this year. Apple’s first implementation drew criticism from developers for a lengthy, warning-heavy flow that discouraged installations. The EU later fined Apple $568 million for not complying with the DMA. In response, Apple simplified the experience in iOS 18.6 to a single disclosure screen noting that users may miss certain App Store conveniences—such as centralized subscription management—and that the alternative marketplace developer will handle data directly.
Despite the improvement, Epic argues that Apple still puts significant constraints on competition. The company points to a core technology fee, notarization and approval requirements, and distribution rules that make it harder for developers to reach users through alternative app stores. Epic also reasserts a familiar argument from its lawsuit: Apple lets Mac users install software from outside its store, while iOS remains tightly controlled. Apple’s Craig Federighi has previously maintained that giving iOS the same openness as macOS would expose the platform to much higher malware risk.
Epic’s fight isn’t limited to iOS. On Android, the company says Google’s process for installing third-party app stores remains too long and filled with warning screens about unknown sources, which can scare users away. Epic claims that language used in these prompts can mislead people into thinking competitors’ apps are unsafe. A U.S. court ordered Google to open the Play Store to third-party marketplaces, and in July the company lost its appeal, keeping that ruling in place.
The data point from iOS 18.6 underscores how much user experience friction affects adoption of alternative app stores. As EU rules reshape the mobile landscape, more marketplaces may test the waters on iPhone, while developers weigh Apple’s fees and policies against new distribution opportunities. On Android, the legal landscape continues to evolve, potentially clearing a path for competing stores—if the installation experience becomes as straightforward as users expect.
