New iOS installation screen boosts Epic Games Store downloads, but Android struggles

Apple has reduced the number of steps required to install third-party app stores from 15 to 6, and it's already paying off, at least for Epic Games. The company reported that the number of users who cancel the installation process during the store's installation process has dropped by 60%.

Apple previously required 15 steps to install third-party stores on iOS 18. This included having to go into system settings, which was often daunting. However, under the Digital Markets Act (DMA), this process was significantly simplified with the release of iOS 18.6 in July.

Before the update, about 65% of users who tried to install the Epic Games Store on iOS were aborting the process due to Apple's design. After the update, that share dropped to about 25%.

On Android, the situation remains dire. Epic Games notes that Google continues to "blatantly" violate the DMA with its installation process, which requires users to go through 12 steps, including a "misleading scare screen" that states that software from well-known and reputable Google competitors "may be harmful."

Epic Games notes that on Android worldwide, a "deceptive user interface" is sabotaging installation attempts from the Epic Games Store in over 50% of cases.