Apple plans to make further changes in EU countries to allow some developers to distribute their iOS apps directly from the website. A new web distribution feature will be available with a software update “later this spring,” according to Apple, giving developers a key new way to distribute iOS apps in EU markets without the need for a separate app store — as long as they’re willing to abide by Apple’s strict rules.
Although Apple is opening up iOS to more third-party apps here, these are still some key security safeguards around how apps are distributed through websites — namely, you’ll still have to work within Apple’s strict app development ecosystem. “Apps offered through web distribution must meet notarization requirements to protect the integrity of the platform, like all iOS apps, and can only be installed from a website domain that the developer has registered with App Store Connect,” explains Apple.
It will also not be a simple process to install these apps on an iPhone in the EU. “To install apps from a developer’s website, users will first need to authorize the developer to install apps in Settings on their iPhone,” Apple says. “When installing an app, the system table will display information that developers have submitted to Apple for review, such as the app name, developer name, app description, screenshots, and system age rating.”
So this will not be an open and free way for developers to distribute apps over the web to iOS devices in EU markets. “Apple will authorize developers after they meet certain criteria and commit to ongoing requirements that help protect users,” Apple says. Developers will need to be part of Apple’s developer program and registered in the EU. It will also have to agree to a number of key commitments, as outlined by Apple:
That’s a lot of hoops for developers to jump through, and Apple seems to be limiting this to big developers only thanks to the 1 million install requirement. Having a developer account in good standing for two years can also exclude Epic Games from this distribution method. However, Epic Games still hopes to launch its iOS game store in the European Union soon.
Apple currently allows developers to distribute their apps on third-party markets in EU countries, but if those apps reach more than a million annual installs per year, they will have to pay those 50 euro cents for each additional install and update. This same underlying technology fee process is also part of the web distribution of iOS apps. Only non-profit organizations, selected educational institutions and government entities in the EU are exempt from this core technology fee.
Still, the ability for developers to bring their apps directly to iPhone users in the EU without going through the App Store or some other third-party store will be useful for some willing to put up with strict restrictions. There are some obvious pitfalls for end users, but with some third-party stores requiring fees, this allows iOS developers to avoid stores entirely if they’re willing to host their apps directly and abide by Apple’s rules and policies.
Apple is also changing its strict rules on how developers link to an external website to complete a purchase of digital goods. Developers can now “choose how to design promotions, discounts and other offers,” according to Apple. This means that Apple’s own design templates are optional, rather than being imposed on developers.