Epic Games has reported a dramatic improvement in user retention following a recent Apple update, with iPhone installation abandonment rates dropping from 65% to just 25%. This 60% decrease marks a significant turnaround for the game developer and reflects broader implications for app developers navigating Apple’s ecosystem.
Apple’s Update Brings Major Boost to App Installs
For years, mobile developers like Epic Games have struggled with high drop-off rates during app installations, particularly on iOS devices. Many users would initiate the download process only to abandon it before completing the installation. This not only affected user acquisition but also distorted key performance metrics such as cost per install (CPI) and return on ad spend (ROAS).
However, a recent Apple update appears to have directly addressed this pain point. While Apple has not disclosed all the technical details of the update, industry experts believe improvements to App Store design, faster download speeds, and more transparent privacy notices contributed to the smoother installation experience.
Epic Games: From 65% to 25% Abandonment
Before the update, Epic Games reported that 65% of users who clicked to install one of its mobile games on an iPhone failed to complete the process. Following Apple’s changes, that number has plummeted to just 25%. This dramatic drop not only improves user conversion but also significantly reduces wasted ad spend.
For Epic Games, which has often been at odds with Apple over App Store policies and fees, this is a rare moment of alignment. The improved performance may soften tensions, at least on the technical side, even as legal and policy disagreements continue to play out in courtrooms and public forums.
Why This Matters for App Developers
The 60% decrease in user drop-off is a game-changer for developers. With reduced friction in the installation process, apps are now seeing higher conversion rates from ad clicks to successful installs. This enhances the ROI of mobile marketing campaigns and improves the overall user onboarding experience.
Increased installation completion also means developers can gain more accurate data from user acquisition campaigns. Better analytics allow for improved targeting, retargeting, and budget optimization—crucial advantages in a competitive app marketplace.
What’s Next?
If Apple continues to roll out updates that streamline the user experience without compromising on privacy, the entire iOS ecosystem stands to benefit. Developers, advertisers, and users alike are likely to see gains in performance, engagement, and satisfaction.
For Epic Games, the results speak volumes. A 60% improvement in installation completion is not just a technical win—it’s a strategic advantage in the highly competitive mobile gaming space.
As more data emerges, other developers will be closely watching to see if their apps experience similar improvements post-update. If so, this Apple change could mark a turning point in the mobile app economy.
