For iPhone users running iOS 17.4 and iOS developers in general, downloading apps from websites instead of the App Store will soon be an option in the EU, but with some huge caveats.
Apple describes how this works on the “Preparing for EU Web Distribution” page on the Apple Developer website. While it notes that the feature will be “available in a software update later this spring,” it also lays out a series of rules that developers will have to follow in order for their apps to be eligible.
In order to get authorization from Apple to distribute apps online, the app maker must already be registered as an Apple developer, be based in the EU, enable data transparency for users, and agree to take care of any legal issues that may arise, to name a few for requests.
Most importantly, the developer must “have an app that had more than one million first annual installs on iOS in the EU in the previous calendar year.” While it sounds like this will allow a developer to offer web distribution for a brand new app (provided they’ve already built a successful app in the past year), this rule could severely limit who can actually take advantage of this new Rule.
And that’s not to mention the obstacle that exists at the other end of the process. The web distribution guide also explains that individual iPhone users will also need to opt-in to non-App Store downloads in their phone’s Settings app to download apps from developer websites, which could force non-tech-savvy users back to downloading apps through the App Store.
Following the law
These guidelines, as well as fully allowing web distribution for apps, are part of Apple’s response to the EU’s Digital Markets Act and its efforts to prevent big tech companies from monopolizing the space. It’s also why Apple had to keep home screen web apps available, took steps toward a reconciliation between itself and Epic Games, and could ease the transition to Android phones.
For developers with enough momentum behind them, the web distribution route could be a legitimate alternative for their products and clients, especially since using third-party app stores, another feature required by DMA, will still mean giving Apple some money. Still, this is another example of Apple following the law while at the same time trying to protect its own interests as much as possible. We will have to wait and see if the EU has anything to say about this as the system goes live in the next few months.
In the meantime, users outside the EU will have to continue downloading apps the old-fashioned way, unless their governments decide to pass similar legislation to the EU and force Apple’s hand.