Apple has dropped a bombshell in the mobile app world with its latest move: direct downloads from third-party websites for iOS apps are now allowed in the European Union. This groundbreaking change comes after Apple published an order outlining the criteria for developers to offer their iPhone programs for direct download from their own websites to EU users.
For a company known for its tightly controlled ecosystem and stringent App Store policies, this shift represents a seismic departure. Previously, Apple exercised strict control over iOS app distribution, funneling revenue through its own platform and imposing substantial fees. However, the winds of change have blown in with the new Digital Markets Act (DMA), aimed at fostering a fairer competitive landscape for businesses.
According to TechCrunch, developers opting for this new route must comply with Apple’s terms and conditions, which include a €0.50 “core technology fee” for each first annual installation beyond 1 million downloads, irrespective of distribution channels. Furthermore, developers must maintain a sterling reputation, agree to handle intellectual property disputes and government takedown requests, and provide customer service—services Apple itself will not offer for externally downloaded apps. Additionally, all apps must be notarized, ensuring platform integrity.
The process of direct downloading involves user authorization for the initial installation from a developer’s website. Subsequent downloads trigger warnings indicating that updates and purchases will be managed by the developer. While Apple argues that these security measures are reasonable safeguards, critics fear that such “fear screens” may dissuade users from exploring alternatives outside the App Store, insinuating that direct downloads pose greater risks.
This development comes on the heels of Apple’s commitment to comply with the DMA, which entails significant changes in its App Store policies. Alongside the option for direct web distribution, developers can also choose to run their own app stores on iOS within the EU, further dismantling Apple’s once impregnable walled garden.
However, Apple’s compliance with DMA regulations is under scrutiny by the European Commission, particularly regarding its approach to app store steering and fee structures. While this move marks a significant shift in iOS app distribution, its reception among developers and regulators alike remains uncertain.
As Apple takes its first steps into web distribution for iOS apps, the tech industry watches with bated breath, wondering how this move will reshape the mobile app landscape in the EU and beyond.