Six steps: Epic Games shows Apple's new App Marketplace installer
The "Fortnite" makers have detailed what Apple requires to bring competitors to the App Store on the device. There is even praise.
Icons from the App Store and Epic Games Store.
(Image: Shutterstock/mundissima)
Epic Games is once again dealing with Apple's implementation of the EU requirements for the integration of alternative app marketplaces in iOS. In a lengthy document, the games company explains that it now takes six steps to get the Epic Games Store on your iPhone. At least this has improved somewhat: Apple previously required users to take 15 steps—so before iOS 18.6. Nevertheless, Epic Games had managed to reach 29 million installations by the end of 2024. However, according to company boss Tim Sweeney, the target was 100 million.
Six steps to “Fortnite” balling
As Epic Games points out, the first Apple dialogue appears when you try to press the install button from the Epic website. Apple then asks whether the App Marketplace should be installed, but warns that the data is all managed by the provider (and not by Apple) and that you are giving them access to it. In addition, the App Store account, payment methods, and functions such as subscription management or requesting refunds cannot be used.
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However, if you click on "Allow," a confirmation dialogue appears, which must be confirmed biometrically or with a PIN. This is followed by the download and finally, in step five, a dialogue asking whether you want to open the Epic Games Store or return to the home screen. In step six, the Epic Games Store is then open and can be used. Fortnite and other games can then be downloaded and played.
Significantly more installations thanks to new "Flow"
Epic Games also praises Apple: under pressure from the EU, the company has removed “scare screens” and other “misleading messages.” In addition, a dead end “that left the user stuck in the iOS settings” has been removed. All of this also has an impact on the figures. According to Epic Games, 65 percent of users dropped out with the old installation process. Now the drop-off rate has dropped to 25 percent. The installation rate is now approaching that of Windows and Mac.
Meanwhile, Google continues to criticize Epic Games: its current process on Android for installing the Epic Games Store still requires 12 steps, which the company considers illegal. “Google continues to blatantly violate the Digital Markets Act with a 12-step installation process and a misleading warning screen stating that software from well-known and reputable Google competitors may be 'harmful'.” According to Epic Games, Apple also continues to violate the DMA. Among other things, the games company criticizes “rubbish fees” such as Apple's Core Technology Fee.
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