Apple recently made major changes to the way it runs its core platforms to comply with the EU’s new big tech regulation known as the Digital Markets Act (DMA).
After weeks of unveiling new – and often controversial – new policies, Apple announced one of its most significant DMA-inspired moves so far on Tuesday: Web distribution.
This means that Apple will allow app developers distribute its iOS apps to iPhone and iPad users directly through the developers’ own websites.
Vision Pro apps are now visible on Apple’s App Store website
In addition, developers will be allowed to link to external sites within their apps without having to follow Apple’s guidelines or templates for discounts, promotions and other offers. Companies that choose to set up an “alternative marketplace” will now also be able to exclusively distribute their apps through those platforms.
Apple announced these new additions to the EU policy in an update on Tuesday titled “More options for apps distributed in the European Union.”
The way apps are distributed on iOS in the EU will change forever
Apple first announced sweeping changes to the App Store model earlier this year in preparation for DMA. A new EU regulation officially came into force last week and forces big tech companies, known as “gatekeepers”, to open up their core platforms to third parties to encourage competition.
Apple introduced a slew of DMA-inspired changes spanning all aspects of iOS, but its changes to the App Store were the most significant. Because of DMA, Apple could no longer monopolize the distribution of apps on iOS through the App Store. Apple complied by allowing App Store competitors, known as “alternative marketplaces,” to distribute apps on iOS devices. Developers who published these apps in these markets are not required to follow Apple’s App Store content rules or participate in Apple’s App Store revenue share model.
However, its new App Store rules were widely criticized from their colleagues in the technology industry. Under changes inspired by Apple’s DMA, app developers who agree to the company’s new terms that allow “alternative markets” will eventually be charged a “core technology fee” of €0.50 for each first annual install over a million installs. This means that for the first time, developers could owe money to Apple without any revenue from its apps.
That said, these latest updates from Apple are a step in the right direction, but there’s more strict requirements for developers who choose to distribute their applications this way.
Apple will continue to require developers who distribute their apps from their websites to be enrolled in the Apple Developer Program. In addition, Apple says those developers must be “in good standing with the Apple Developer Program for two continuous years or more and have an app that had more than one million first annual installs on iOS in the EU in the previous calendar year.” Apple will also require these developers to take on responsibilities typically reserved for app distributors, such as handling government requests and maintaining contact with Apple regarding potential issues such as fraudulent or illegal behavior associated with the apps.
However, one major drawback is that apps distributed directly through a developer’s website are still subject to the controversial underlying technology fee.
And, of course, only app developers in the EU are covered by these new iOS app distribution rules. All others still have to go through Apple’s official App Store.