Alternative App Stores in the EU

Following the implementation of the EU’s Digital Markets Act (DMA), Apple is now allowing alternative app marketplaces on iOS within the European Union. For the first time, iPhone users in the EU can download apps from sources other than Apple’s main App Store.

Why Alternative App Stores Are Now Allowed

The Digital Markets Act was designed to limit the power of large “gatekeeper” platforms and increase competition within digital markets. As part of compliance, Apple has introduced changes to how app distribution works in the EU.

Developers can now create and operate alternative app marketplaces for iOS users located in EU member states. These marketplaces function separately from Apple’s primary App Store and can distribute apps directly to users within the region. This marks the most substantial structural change to iOS distribution since the App Store launched.

What Has Actually Changed on iOS

All apps distributed through alternative marketplaces must still go through Apple’s notarization process. This ensures that apps meet baseline security and privacy standards, even if they are not reviewed under Apple’s traditional App Store guidelines.

Developers who choose to distribute apps through alternative channels must agree to Apple’s updated business terms. These terms include a Core Technology Fee tied to app installations above a certain threshold. This fee structure has been a point of discussion within the developer community, as it affects the overall economics of distribution. In short, alternative distribution is possible, but it comes with operational and financial considerations.

Which Alternative Stores Are Available

Several alternative marketplaces have already launched or announced availability in the EU. Examples include AltStore PAL, the EU-specific version of the Epic Games Store, and Aptoide’s iOS marketplace. Other initiatives have been announced, and some early entrants have already adjusted or shut down operations due to complexity and cost challenges.

How This Changes Distribution Strategy

For developers operating in the EU, the availability of alternative marketplaces introduces new decisions. There are now multiple potential distribution paths. Developers can remain exclusively within Apple’s main App Store, expand into alternative marketplaces, or pursue a hybrid approach.

Each option comes with trade-offs. Alternative stores may offer different revenue structures, payment models, or promotional opportunities. At the same time, managing distribution across multiple marketplaces adds operational complexity, from compliance and analytics to user acquisition and support.

Discovery dynamics may also differ outside the primary App Store. Developers will need to evaluate whether alternative marketplaces provide meaningful visibility or simply fragment distribution efforts.

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