Apple now allows users in the European Union to install apps from alternative marketplaces and direct web downloads, a shift mandated by the EU’s Digital Markets Act (DMA). This change ends Apple’s exclusive control over iOS app distribution within the region to foster competition and lower developer costs, according to official European Commission filings.
Why did Apple open the iOS ecosystem to sideloading?
The European Union enacted the Digital Markets Act (DMA) to prevent “gatekeeper” companies from using their platforms to stifle competition. The European Commission designated Apple as a gatekeeper, requiring the company to allow third-party app stores and alternative payment systems on iOS. Apple updated its terms and guidelines on March 7, 2024, to comply with the DMA deadline and avoid potential fines that could reach up to 10% of its global annual turnover.
How does alternative app distribution work on iOS?
Users in the EU can now install “Alternative App Marketplaces,” which are third-party stores that distribute apps. According to Apple’s developer documentation, the process requires the user to visit a marketplace’s website and request installation. The user must then grant permission in the iOS Settings app before the marketplace can be installed.
Apple maintains a security layer called “notarization.” Every app distributed via an alternative marketplace must undergo a basic security review by Apple to check for malicious code and ensure the app is digitally signed. This prevents completely unrestricted sideloading while allowing non-App Store distribution.
What are the costs for developers using alternative stores?
Apple introduced a new business model for developers who choose to distribute apps outside the official App Store. While developers can avoid the standard 15% to 30% commission on digital goods, they must navigate the Core Technology Fee (CTF). According to Apple, the CTF is a €0.50 fee for each first annual install per year over a threshold of one million installs.
This fee structure has created a divide in the developer community. Large developers with millions of users face significant costs, while smaller developers may find the alternative stores more affordable. The following table compares the primary distribution paths in the EU:
| Feature | Official App Store | Alternative Marketplaces |
|---|---|---|
| Commission | 15% – 30% | Developer-defined |
| Core Technology Fee | None | €0.50 per install (over 1M) |
| Security Review | Full App Review | Notarization |
| Installation | Direct from App Store | Web-based request & Settings approval |
Which regions have access to these features?
Sideloading and alternative marketplaces are currently available only to users located in European Union member states. Apple uses a combination of account region, device location, and billing address to verify eligibility. These features are not available in the United States, the United Kingdom, or other non-EU markets, as those regions have not passed legislation equivalent to the DMA.
What are the security risks of sideloading?
Apple argues that allowing third-party app stores increases the risk of malware and fraud. The company states that the “walled garden” approach ensures every app is vetted for privacy and security. However, the European Commission contends that competition will drive innovation and that notarization provides sufficient protection against the most severe threats.
Industry analysts note that this shift mirrors the Android ecosystem, where users can enable “Unknown Sources” to install APK files. The primary difference is Apple’s insistence on notarization, which ensures that even “sideloaded” apps are known to Apple’s security systems.
What happens next for the App Store?
The European Commission is currently investigating whether Apple’s new rules—specifically the Core Technology Fee and the installation “scare sheets” that warn users about leaving the App Store—actually comply with the spirit of the DMA. If the Commission finds these measures are “steering” users away from competition, Apple could face further regulatory action. This legal battle will likely determine if other global regions adopt similar mandates for mobile operating systems.