The Rise of Alternative App Stores in the EU and Japan
The European Union’s Digital Markets Act (DMA) and Japan’s Mobile Software Competition Act (MSCA) are reshaping the app distribution landscape, offering users more choices beyond the traditional dominance of app stores like Apple’s App Store. These regulations aim to foster competition and provide developers with alternative avenues to reach consumers. This article examines the impact of these changes, the alternative app stores emerging and the challenges they face.
The Digital Markets Act and Mobile Software Competition Act: A New Era for App Distribution
The Digital Markets Act (DMA), enacted by the European Union in 2022, targets large technology companies, designated as “gatekeepers,” to ensure fairer competition in digital markets. Apple was designated a gatekeeper under the DMA in September 2023 for iOS, the App Store, and Safari, and later for iPadOS in April 2024. Similarly, Japan’s Mobile Software Competition Act (MSCA), enacted in December 2025, introduces new options for developers to distribute apps and process payments outside of Apple’s App Store.
Alternative App Stores in the EU
Several alternative app stores have emerged in the EU following the implementation of the DMA. These stores offer varying approaches to app distribution and user experience.
AltStore PAL
Co-created by developer Riley Testut, AltStore PAL is an officially approved alternative app marketplace in the EU. Unlike the App Store, AltStore apps are self-hosted by the developer, requiring users to add apps individually. Popular apps available through AltStore include UTM (a virtual machine app), OldOS (a recreation of iOS 4), and iTorrent.
Setapp Mobile (Discontinued)
MacPaw’s Setapp Mobile was one of the first to comply with the DMA, offering a curated selection of apps under a subscription model. But, the service was discontinued on February 16, 2026, due to Apple’s “still-evolving” and complex business terms.
Epic Games Store
Epic Games launched its alternative iOS app store in the EU in August 2024, featuring games like Fortnite, Rocket League Sideswipe, and Fall Guys. Epic Games is too supporting AltStore PAL through a grant and bringing its games to Aptoide’s iOS store.
Aptoide
Lisbon-based Aptoide, an open-source solution for app distribution, launched its iOS version as an invite-only beta in June 2024. Aptoide scans apps for safety and offers over 1 million apps across various platforms.
Mobivention Marketplace
The Mobivention marketplace is a B2B-focused app store allowing EU companies to distribute internal apps to their employees.
Skich
Skich differentiates itself with a Tinder-like interface for app discovery, allowing users to “match” with apps they might enjoy.
Alternative App Stores in Japan
As of February 17, 2026, Onside is available in both the EU and Japan, offering lower rates for developers even as maintaining security features.
Apple’s New Business Terms
Developers utilizing these alternative marketplaces must adhere to Apple’s new business terms. This includes a Core Technology Fee of €0.50 for each first annual install of their marketplace app, even before reaching 1 million installs. For developers distributing apps directly, a reduced App Store commission of 10% to 21%, a 5% payment processing fee, a 5% core technology fee, and a 15% store services commission on web sales apply.
Looking Ahead
The emergence of alternative app stores represents a significant shift in the app ecosystem. While challenges remain, such as navigating Apple’s evolving business terms, these changes offer developers more flexibility and consumers greater choice. The long-term impact of the DMA and MSCA will depend on the continued adoption of these alternative marketplaces and the ability of developers to thrive in this new competitive landscape.