Epic Games says Apple once “scared off” users from installing third-party app stores on iOS. Apple argues it’s protecting security and user experience. The debate over who controls app distribution is intensifying as regulators force change.
Since 2020, Epic has been battling Apple over app store fees and restrictions. A U.S. court mostly sided with Apple, though it struck down Apple’s anti-steering rules. The EU Digital Markets Act (DMA) forces Apple to allow sideloading and alternative stores in Europe. Apple has made changes but warns of security risks and slower feature rollouts (Apple newsroom[1]). Epic launched its own mobile store on Android and in the EU. Adoption is modest, but Epic says Apple’s policies discourage developers and users (Reuters[2]).
Stories From Both Sides
Epic says Apple’s older installation process had a 65% drop-off rate. After the iOS 18.6 changes, the drop-off rate decreased to 25%, with steps reduced from 15 to 6. However, this is still unfair, as Apple’s fees and default design still tilt the field against third-party stores. Epic also accuses Google of using 12-step flows and “deceptive” UI to sabotage installs.
Apple says restrictions protect users from malware and scams. Apple insists that it is maintaining safeguards while also complying with the EU DMA law. Critics even argue that Epic exaggerated many of the “15 steps”, which were minor, and most users stick to the App Store out of habit.
An Outsider’s Perspective
Epic’s numbers aren’t independently verified, but the sharp drop in abandonment clearly suggests Apple’s design choices were impactful. Even with fewer steps, most users may still default to Apple’s App Store unless rivals offer clear advantages. Regulators, such as the EU, are pushing toward greater openness, but Apple and Google are likely to comply minimally while protecting their business models.
Conclusion
Epic highlights how Apple’s design once discouraged competition. On the other hand, Apple stresses user safety and platform integrity. The real tussle is about economics, developer freedom, and who gets to set the rules of mobile ecosystems, rather than just installation steps.
References
- ^ Apple newsroom (www.apple.com)
- ^ Reuters (www.reuters.com)