EAS update only applied to existing device installs, not new installs

I’ve noticed my EAS updates are only recognized and applied to existing app installs, if I delete the app and do a fresh install from app stores (apple and google play), the OTA update is no longer applied. Here is my basic “updates” config within app.config.js:

updates: {
    fallbackToCacheTimeout: 60000

Is this behavior by design or am I missing some sort of configuration?