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Epic: Apple's Updated App Marketplace Install Process Proves 'Scare Screens' Deterred Users

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Epic Games has claimed that Apple's revised installation process for third-party app marketplaces in the EU demonstrates that the company was deliberately undermining competition through "deceptive design."

epic-games-store.jpg

In a blog post published Wednesday, the Fortnite developer revealed that user drop-offs during Epic Games Store installations plummeted from 65% to 25% after Apple streamlined the process in iOS 18.6. Apple reduced the installation flow from 15 steps to six and eliminated what Epic called "scare screens" that warned users about potential dangers of installing apps outside the App Store.

"For the first time, we are starting to see iOS users install the Epic Games Store with a success rate approaching Windows users and Apple's own Mac users," Epic said.

The changes came after the European Commission raised concerns in April that Apple made it "overly burdensome and confusing" for users to install alternative app distribution channels under the Digital Markets Act.

store-drop-off-chart-3epic-games.jpg
Image: Epic​

Despite the improvements, Epic said Apple's policies remain anti-competitive, citing "junk fees" such as the Core Technology Fee, "discriminatory policies" against developers who support competing stores, and an approval and notarization process that "dictate[s] product design decisions to competing app developers and store developers."

Epic also criticized Google's 12-step installation process on Android, which remains in place, claiming it sabotages Epic Games Store installations more than 50% of the time.

Article Link: Epic: Apple's Updated App Marketplace Install Process Proves 'Scare Screens' Deterred Users
 
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https://www.macrumors.com/2025/10/01/epic-proof-apple-scare-screens-deterred-users/
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It is an absolute fact that without Apple's gatekeeping, there is a higher risk of installing god-knows-what. Simple.

Anybody seeking to, aware of, needing to, wanting to install a third party app-store knows what they're doing. Warnings only tell them what they know.

If they don't, then this might rightfully make them think twice, check with a friend or double check they're installing something safe.

This is very real... We're talking stalker apps, financial scams, identity theft, blackmail from stealing and leaking private data from unsuspecting peoples phones. All because rogue apps can now run free. It does happen on Android...Windows...macOS... don't underestimate the volumes of normal every day people pressing yes to things and never thinking twice about lag, or weird behaviours or even the webcam light being on...
 
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I worked in a phone store in 2014 and the amount of older people who fell victim to accidental clicks that signed them up to old ringtone and wallpapers programs that added $5 a month to their phone bill was not small.

It will only be so long before other store apps do similar on phones and try to autobill though ApplePay...
 
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Boeingfan said:
They call them scare screens, I call them informative. In this world of hackers, spam and identify theft, I think it is perfectly reasonable for Apple to remind users that stepping outside of the domain presents risks. That’s not scary, that’s responsible.
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They should show the same warnings the first time you open the App Store then, as malicious apps have been able to go through Apple check system and be able to even clone real apps to steal user credentials.
Wanted797 said:
I worked in a phone store in 2014 and the amount of older people who fell victim to accidental clicks that signed them up to old ringtone and wallpapers programs that added $5 a month to their phone bill was not small.

It will only be so long before other store apps do similar on phones and try to autobill though ApplePay...
Click to expand...
Well, wouldn’t be new. There was a case of a “heart rate app” through the Touch ID home button where the app would dim the screen and prompt a subscription screen at the time of the scan. And it was on the Apple App Store.

Also I’m not sure of this, but apps installed from third party stores can’t bill through the Apple account. Billing through Apple Pay would be the same fraud risk as doing so in a web page.
 
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("Epic said Apple's policies remain anti-competitive, citing 'junk fees' such as not owning Apple's App Store because they feel like it, and deceptive practices such as not replacing the new lock screen clock, now dynamically resizable and rendered in Liquid Glass, with the new trailer for Fortnite Battle Royale.")
 
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jdavid_rp said:
They should show the same warnings the first time you open the App Store then, as malicious apps have been able to go through Apple check system and be able to even clone real apps to steal user credentials.

Well, wouldn’t be new. There was a case of a “heart rate app” through the Touch ID home button where the app would dim the screen and prompt a subscription screen at the time of the scan. And it was on the Apple App Store.

Also I’m not sure of this, but apps installed from third party stores can’t bill through the Apple account. Billing through Apple Pay would be the same fraud risk as doing so in a web page.
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The rate of malicious apps that sneak through the App Store compared to malicious app outside the App Store is astronomically different.

Think about people who aren’t tech savvy.. scams are going to run rampant because Tim Sweeney couldn’t keep his damn mouth shut.
 
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skit911 said:
The rate of malicious apps that sneak through the App Store compared to malicious app outside the App Store is astronomically different.

Think about people who aren’t tech savvy.. scams are going to run rampant because Tim Sweeney couldn’t keep his damn mouth shut.
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Do we have data of scams through third party stores on iOS already?

Also I don’t really think “non tech savvy people” will use this kind of stores, they just need TikTok, google and YouTube and they can find them on the App Store.
 
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Boeingfan said:
They call them scare screens, I call them informative. In this world of hackers, spam and identify theft, I think it is perfectly reasonable for Apple to remind users that stepping outside of the domain presents risks. That’s not scary, that’s responsible.
Click to expand...
And the safe thing just happens to make Apple look like the only reliable source while the others are suspicious, so that Apple makes more money.
How convenient!
 
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jdavid_rp said:
They should show the same warnings the first time you open the App Store then, as malicious apps have been able to go through Apple check system and be able to even clone real apps to steal user credentials.

Well, wouldn’t be new. There was a case of a “heart rate app” through the Touch ID home button where the app would dim the screen and prompt a subscription screen at the time of the scan. And it was on the Apple App Store.

Also I’m not sure of this, but apps installed from third party stores can’t bill through the Apple account. Billing through Apple Pay would be the same fraud risk as doing so in a web page.
Click to expand...

The top posts on this are hilarious. As if Apple cares that much, they'd happily let you sideload apps if it printed gold bars for their friends and family.
 
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Would love to have an app store where I can install older versions of an app. Just installed an app where they took away a single button and made the new process multiple steps (they called it streamlining the interface).
 
jdavid_rp said:
They should show the same warnings the first time you open the App Store then, as malicious apps have been able to go through Apple check system and be able to even clone real apps to steal user credentials.
Click to expand...
Of course, I agree with that. The screens are there for a purpose; to inform, to warn, to explain the changing of responsibility.
 
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Unfortunately, the only real way to alleviate this is void the Warranty of the phone if anything 3rd party is installed and something happens. will make people think twice and not to risk it. This is one Google and Apple should team up on for the right language and will solve the EU thing as well as the Epic thing. Take a loss for a bit but win in the end.
 
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