Apple has announced a significant shift in its policy regarding the distribution of iOS apps within the European Union (EU).
Starting today April 16, developers targeting users in the EU will have the option to distribute their iPhone apps directly through their own websites.
This move is a departure from Apple’s usual practice, which restricts app distribution to its own App Store, essentially barring what’s known as “sideloading” – the ability to install apps from sources other than the official store.
Developers who choose to take advantage of this new option must meet certain criteria set by Apple, including app notarization requirements.
This means that the apps must undergo a verification process to ensure they meet Apple’s standards for security and functionality.
For years, Apple has maintained a strict “walled garden” approach to its ecosystem, controlling the distribution of iOS apps through its App Store. This approach has allowed Apple to capture a significant portion of iOS developer revenue.
In March 2024 Apple announced that a web distribution entitlement would soon be coming to its mobile platform as part of changes aimed at complying with the bloc’s Digital Markets Act (DMA).
The new pan-European regulation aims to impose a set of responsibilities on major tech companies operating within its scope. Lawmakers intend for these obligations to create a fairer environment for businesses using platform services while also safeguarding consumers from potential abuse of power by Big Tech companies.
During a briefing with journalists ahead of the official announcement, an Apple representative shared details about the latest developments in its app ecosystem within the EU.
The representative said under these updates, “developers seeking to distribute iOS apps directly will gain access to this capability through beta 2 of iOS 17.5.”
However, to utilize this feature, developers must agree to Apple’s new EU business terms, which include a novel “core technology fee” of €0.50 for each first annual install exceeding 1 million within the past 12 months, regardless of where the apps are distributed.
Those opting to avoid this fee will be required to adhere to Apple’s previous business terms, effectively forfeiting access to any benefits conferred by the DMA.
DMA-Driven Reforms and Apple’s Criteria
In earlier DMA changes, the App opened up to allow marketplace apps in the EU where developers can run their own app stores on iOS, including marketplaces comprised of only their own apps.
Additional DMA-driven reforms include more flexibility from Apple around in-app payments; and a ban on its usual anti-steering measures — meaning iOS developers opting into the new T&Cs can inform their users of cheaper offers available outside Apple’s own App Store.
Now, turning back to the newly introduced option of web distribution for iOS apps, Apple outlined specific criteria for developers who wish to distribute their software directly.
These criteria include maintaining good standing within Apple’s developer program, being prepared to handle issues such as intellectual property disputes and government takedown requests, and committing to providing customer service to iOS users.
Notably, Apple will not provide customer support for iOS apps downloaded outside of its official App Store. The company also emphasized that all apps distributed from the web must meet its notarization requirements which it says are intended to protect platform integrity.
An Apple rep described this as a baseline safety and security standard they said, “iOS users expect to help ensure their device is protected from external risks.”
The company continues to argue that sideloading apps carries inherent security risks for mobile users, suggesting it’s trying to find a way to comply with the DMA while taking steps to limit risks the changes create for its users.
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