Apple is Now Allowing EU Users Download Apps from Websites, Bypassing App Marketplaces

Apple has announced a significant change for its EU users, allowing them to download apps directly from websites rather than solely relying on app marketplaces.

This move comes in response to the EU's Digital Markets Act (DMA) and mounting pressure from developers seeking a more open ecosystem.

"Alternative app marketplaces are a unique kind of iOS app that you can use to install other apps on your iPhone. Alternative app marketplaces can be used in addition to the App Store. Users in the European Union can install an alternative app marketplace on iPhone by downloading it directly from the website of the alternative app marketplace developer," Apple said in an official announcement.

Apple Allows EU Users to Download Apps from Websites

Under the DMA, tech giants like Apple must adhere to new regulations to foster competition within the digital landscape. For Apple, this means dismantling some of the barriers within its closed ecosystem, including the App Store monopoly.

The company's recent concessions, including the allowance of rival marketplaces, mark a departure from its traditional stance.

Apple will now permit developers to offer apps directly to users via their own websites, bypassing the App Store. This move is a significant step towards opening up the iOS operating system to alternative app distribution channels.

Users within the European Union will now have the option to install apps from alternative app marketplaces alongside the traditional App Store. These alternative marketplaces undergo notarization to ensure compliance with platform integrity standards.

However, the app review and moderation responsibility lies with the individual marketplace operators.

iOS 17.4 Needed for EU Users

To facilitate this change, users must have iOS 17.4 or later installed on their devices and be located within the EU. Once installed, users can continue to access and update apps from alternative marketplaces even if they leave the EU, provided the apps were installed before departure.

However, Apple has highlighted potential risks associated with alternative app marketplaces, including privacy, safety, and security concerns. These risks range from exposure to malware and fraudulent software to the distribution of objectionable content.

To mitigate these risks, Apple implements a notarization process for all iOS apps, regardless of their distribution channel.

Notarization involves a comprehensive review to ensure apps are free from malware, function as intended, and adhere to platform policies. Additionally, apps available through alternative marketplaces receive age ratings, although some may offer content not permitted on the App Store.

Despite these precautions, Apple acknowledges that alternative app marketplaces may present unique challenges and urges users to exercise caution when installing apps from non-official sources.