Epic Games Store iOS Installs Surge | DMA & Apple EU

DMA Pressure Yields Gains for Epic Games Store on iOS, but App Market Fight Continues

The Digital Markets Act (DMA) in the European Union is beginning to deliver tangible benefits for consumers, with Apple making significant changes to it’s iOS app installation process. These adjustments, implemented with the July release of iOS 18.6, are easing the path for users seeking to install the Epic Games Store within the EU, though Epic maintains the battle for a truly open app ecosystem is far from over.

A company release indicates that Apple’s modifications have demonstrably reduced user frustration during installation. Previously, a cumbersome 15-step process deterred many potential users, but Apple has streamlined this to a more manageable six steps.

“We’ve seen a stunning 60% decrease in player drop-off,” a representative from Epic Games reported. Before the update, a significant 65% of users abandoned the installation midway through. That figure has now fallen to approximately 25% adn continues to decline as more iPhone users adopt the latest iOS version. For the first time, Epic notes that the installation success rate for its store on iOS is approaching levels seen on Windows and even apple’s own macOS platform.

Did you know? – The digital Markets Act is a European Union law designed to limit the market power of large tech companies, promoting competition and innovation.

Though, epic is far from declaring victory. Despite acknowledging Apple’s progress, the company insists that Apple’s broader policies remain in violation of the DMA. Specifically, Epic is challenging what it characterizes as “anticompetitive junk fees,” such as the Core Technology Fee.

Furthermore, Epic alleges that Apple retaliates against developers who support competing app stores by offering them less favorable terms and continues to exert undue influence over the design of those stores through its app review process. This stands in stark contrast to the more open approach Apple takes with its macOS platform.

Pro tip: – When installing apps from sources outside the official app stores, always ensure your device’s operating system is up-to-date for the latest security protections.

The scrutiny isn’t limited to Apple. Epic accuses Google of “blatantly” violating the DMA on Android devices. The company points to a 12-step installation process that includes a “misleading scare screen” warning users that perfectly safe software from a reputable source “may be harmful.”

According to Epic, this tactic is effective, with over half of all attempts to install the Epic Games Store on Android being sabotaged by this “deceptive user interface” globally.

These changes to the iOS installation process demonstrate the power of regulatory pressure to drive positive change for users. However, the broader fight for a fair and open app market remains ongoing.Epic is continuing to challenge Google’s practices in US courts,signaling its commitment to achieving a mobile app ecosystem that aligns with its vision of openness and competition.

See also: Apple warns of DMA law security risks for EU iPhone users

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Reader question: – Do you think regulatory intervention is the best way to ensure fair competition in the app market, or are there other approaches that could be more effective?