Epic is Having a Tougher Time Than Expected Breaking Apple and Google’s Store Duopoly

Epic Games is encountering significant challenges in its efforts to dismantle the mobile app store duopoly held by Apple and Google. Despite a strategic push to establish its own storefront, the company has struggled to meet its internal growth targets. As of March 2026, the Epic Games Store on mobile has reached approximately 30 million total installs, falling well short of the initial goal of 100 million installs by the end of 2024.

The current landscape for alternative app stores remains difficult due to complex regulatory environments and persistent developer hesitation. Many developers remain wary of committing to third-party platforms, a sentiment exacerbated by the intricate and often confusing rules governing mobile distribution. Currently, the Epic Games Store hosts roughly 60 titles on iOS and nearly 200 on Android, where the platform faces fewer technical barriers and "scare screens" that discourage user adoption.

Despite these hurdles, there are signs of gradual progress. The impact of restrictive user warnings is beginning to diminish as global legislation forces changes to mobile ecosystem policies. Furthermore, Epic plans to introduce self-publishing capabilities to its mobile storefront in August 2026, a move expected to bolster the volume of available content. While the path to challenging the dominant market position of Apple and Google remains arduous, the company continues to pursue strategies aimed at increasing its market share and improving the viability of alternative distribution channels.