Epic Games Unveils Apple's Updated App Marketplace Installer Process

Epic Games has published a comprehensive overview detailing the requirements set by Apple for integrating alternative app marketplaces into iOS. This new update outlines a streamlined six-step process for users to install the Epic Games Store on their iPhones, a notable reduction from the previous requirement of fifteen steps prior to the release of iOS 18.6.

Despite the complexities involved, Epic Games successfully achieved 29 million installations by the end of 2024, although the company's CEO, Tim Sweeney, had initially aimed for a target of 100 million installations.

The installation process begins when users attempt to click the install button on the Epic website, triggering an Apple dialog box. This alert requests confirmation to install the app marketplace while warning users that all data will be managed by the provider, not Apple. Users must also acknowledge that they will lose access to their App Store account, payment methods, and functionalities like subscription management and refund requests.

If users proceed by clicking 'Allow', they must confirm their choice via biometric authentication or a PIN. Following this, the download commences, leading to a prompt asking whether to open the Epic Games Store or return to the home screen. Upon completion of these steps, users can access the Epic Games Store, enabling them to download and play popular titles like 'Fortnite'.

Epic Games has acknowledged improvements made by Apple in response to EU regulations. The company noted the removal of misleading 'scare screens' and other obstacles that previously hindered user navigation within iOS settings. These changes have significantly impacted user engagement; Epic Games reported a decrease in the drop-off rate from 65% with the former installation process to just 25% with the new flow, bringing installation rates closer to those seen on Windows and Mac systems.

In contrast, Google has criticized Epic Games for its installation process on Android, which still reportedly involves twelve steps. Google claims this violates the Digital Markets Act (DMA) and continues to impose misleading warnings regarding software from reputable competitors. Epic Games has also voiced concerns that Apple remains in violation of the DMA, specifically pointing to additional charges like the Core Technology Fee as unfair.