Apple announced that iPhone users in the European Union will now have the option to download apps directly from websites, rather than solely through the App Store or other app store apps. This decision comes as a result of the European Commission’s Digital Markets Act, which aims to increase competition among tech companies.
This move marks a significant shift for Apple, as the company has long resisted the concept of sideloading apps, citing security concerns and the desire to maintain control over the user experience. However, the Digital Markets Act has compelled Apple to make changes to its App Store policies in order to comply with the regulations.
Starting this spring, developers will be able to offer web downloads of their apps to European users, provided they meet certain criteria, such as having over 1 million downloads in Europe. Apple will still collect a fee for these downloads.
Additionally, under the Digital Markets Act, Apple is required to allow third-party app stores in Europe and has had to make other concessions, such as reinstating Epic Games’ developer account and reversing a ban on web app shortcuts on the iPhone screen. These actions suggest that the European Commission is successfully regulating Apple in the region by enforcing compliance through fines and other measures.
European Commission Executive Vice President Margrethe Vestager has stated that the Commission will monitor Apple’s new policies to ensure they align with the goals of the Digital Markets Act. Apple’s rivals, such as Spotify, are being consulted to ensure that the changes benefit competition in the market.
Despite these changes, Apple will continue to charge a fee for app downloads outside of the App Store, including web downloads. The App Store fees are a significant source of revenue for Apple, generating $78 billion in sales in fiscal 2023. Europe accounts for approximately 7% of Apple’s App Store revenue.
Overall, these developments indicate a shift in Apple’s approach to app distribution in Europe, driven by regulatory pressure from the European Commission. The company’s willingness to adapt to these changes reflects the evolving landscape of tech regulation in the region.
