Apple has quietly rolled out one of its most user-friendly changes yet for iPhone owners in the European Union, and surprisingly, even Epic Games is giving them a nod.
The Problem: Installing Third-Party App Stores Was a Nightmare
When the Digital Markets Act (DMA) came into force, Apple technically allowed alternative app stores on the iPhone. But in practice? The process was brutal.
- It took 15 separate steps just to install one.
- Users were shown a “scare screen” warning them about lost features like subscription management and refunds.
- Many testers described the flow as confusing, intimidating, and designed to discourage anyone from continuing.
No wonder Epic and other developers accused Apple of “malicious compliance.”
The Fix: From 15 Steps to Just 6
With iOS 18.6, Apple has streamlined the entire installation process:
- The flow is down from 15 steps to six steps total.
- The misleading scare screen is gone.
- A frustrating dead-end in Settings has been removed.
According to Epic Games, the changes are already having an impact: the drop-off rate (users quitting mid-install) has fallen from 65% to around 25%.
Epic’s Take: Progress, But Not Enough
Epic did give Apple a rare compliment for making third-party app stores easier to install on the iPhone. But of course, the company didn’t stop there.
Epic still argues Apple is violating the DMA by:
- Charging its Core Technology Fee,
- Retaliating against developers who support competing stores,
- Forcing approval and notarization processes that dictate app design.
So while Apple’s update makes things smoother for iPhone users, the bigger fight over App Store rules in the EU is far from over.
Why It Matters
Apple didn’t shout about this update, but it’s a big deal. For the first time, iPhone users in the EU can install an alternative app store without feeling like they’re doing something dangerous.
It’s a small step toward a more open iOS ecosystem — even if Apple is still holding on tight in other ways.
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