It looks like the DMA is finally making things a bit easier for Apple users trying to install the Epic Games Store on iOS in the EU.
Thanks to pressure from the DMA (Digital Markets Act) in the EU, Apple rolled out an update in July with iOS 18.6 that appears to have made a huge difference. Epic Games is reporting that the changes have cut down on the number of people who give up halfway through the installation process.
But while they’re happy about the progress with Apple, Epic is making it clear that the fight for a fair app market isn’t over, and they’ve still got big problems with both Apple and Google.
So, what did Apple actually change? They took the ridiculously long 15-step installation process and cut it down to a much more reasonable six steps. They also got rid of a “scare screen” with a misleading message and fixed a frustrating dead-end that used to leave you stranded in the Settings app.
Epic saw a “stunning 60% decrease in player drop-off” for people trying to install the Epic Games Store on iOS. Before the update, 65% of users were being put off by the complicated process. Now, that drop-off rate has fallen to about 25% and is still trending down as more people update their iPhones. For the first time, Epic says the success rate for installing their store on iOS is getting close to what they see on Windows and even on Apple’s own Macs.
But don’t celebrate just yet. Epic insists that despite these positive steps, Apple’s overall policies still violate the DMA. They are still calling out what they label “anticompetitive junk fees,” like the Core Technology Fee.
Epic also alleges that Apple retaliates against developers who support competing stores by giving them worse terms and continues to meddle in the design of other app stores through its approval process. They point out that this is a far cry from how open Apple’s own Mac platform is, which does none of these things.
And then there’s Google. While Apple has at least made some progress, Epic accuses Google of “blatantly” violating the DMA on Android. They point to a 12-step install process that includes a “misleading scare screen” warning that perfectly safe software from a reputable company “may be harmful.”
This tactic from Google seems to work, as Epic claims that on a worldwide basis, this “deceptive user interface” sabotages more than half of all attempts to install the Epic Games Store on Android.
The changes boosting Epic Games Store installs on iOS show that regulatory pressure can lead to real improvements for users. However, the fight is far from over. Epic is still challenging Google’s behaviour in the US courts, and it seems they won’t rest until the mobile app world is as open as they believe it should be.
See also: Apple warns of DMA law security risks for EU iPhone users
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