In response to a new far-reaching EU law, Apple has announced further changes to where and how iPhone owners can download apps, and users in Europe will soon be able to download apps directly from websites for the first time.
Apple made the announcement following complaints from developers who said the tech giant was not allowing users enough funds to download apps outside of Apple’s App Store, which until now had been the only way to download any iPhone app.
Under the legal requirements of the European Union’s new Digital Markets Act (DMA), which came into force in March, large and dominant service providers – so-called “gatekeepers” like Apple – must now allow rival app stores, as Google does with Android.
In early February, the company authorized other markets, but refused to allow direct installation from the web.
However, with this option to download from websites, Apple does not completely liberalize software distribution. The company said all apps must meet certain criteria and commit to ongoing requirements to protect users.
At the same time, the company renewed its criticism of an EU law that it says exposes iPhone owners to greater software risks than in other markets, where users can only download apps through Apple.
Apple also makes some of its profits from the fees it charges for digital purchases within the App Store.
The new installation option will be rolled out in the coming weeks. However, two other changes will apply immediately. First, Apple relaxes its checks by allowing developers to advertise alternative payment methods and special in-app promotions.
Previously, Apple provided text samples and design templates, which made many developers uncomfortable. In the future, application providers will be able to customize the language and design of links for promotions and offers according to their own requirements.
A minor change to the app guidelines also allows alternative marketplaces to offer a catalog of apps that originate exclusively from a marketplace developer. This was not possible before.
Last week, Apple began allowing developers to switch back from the new, more-options terms to the previous model with distribution only through the company’s App Store. However, this is only possible once – and only until developers distribute their apps through alternative markets.