In January, Apple released a lengthy press release about how it plans to open up its closed ecosystem in the European Union to comply with the Digital Markets Act (DMA). One of the key changes announced by the American technology giant was alternative markets for the distribution of applications on Apple’s iPhone operating system – iOS. This essentially means that Apple will allow app developers to set up their own app stores to initiate the download and installation process of their app.
Apple faced backlash from multiple app developers, including Microsoft’s Xbox president Sarah Bond. The CEO and founder of Spotify, Daniel Ek, strongly condemned Apple’s changes in the EU, calling it a “monopoly in another guise”. Since then, Apple has announced more ways to open up its ecosystem in the region, including plans to make changes to its data portability offering for non-Apple smartphones.
More recently, Apple issued another memo detailing more options for distributing iPhone apps in the EU. In a press release, Apple said: “We’re providing more flexibility to developers distributing apps in the European Union (EU), including introducing a new way to distribute apps directly from the developer’s website.”
But there is a catch.
Although Apple is opening up to allow third-party app installations from developer websites, apps offered through this method still have to meet notarization requirements. This essentially means that apps will have to go through the same security checks that other iOS apps go through. Additionally, the developer will need to register their website domain on Apple App Store Connect, in order to offer apps directly from their website.
In addition to being registered in the EU, the developer must also be enrolled in Apple’s Developer Program. The developer must also have an app that had more than one million first annual installs on iOS in the EU in the previous calendar year.
On the consumer side, users will need to authorize the developer in the Settings app on their iPhone to install apps from websites. Furthermore, Apple said: “When you install 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.”
Take away
Apple’s decision to open up its ecosystem is a step in the right direction, but a cautious approach could hinder progress. The above changes, for example, will not be as open and free as some developers would like. Apple also appears to be limiting app distribution via websites to large developers through a requirement of more than one million first annual installs in the region.
Despite the restrictions, some will find it useful for developers to be able to offer their apps directly to iOS devices in the EU without having to list them on the App Store or any other third-party marketplace. It could also be useful for those developers who don’t want to create an entire app marketplace to offer their services to iPhones without going through Apple’s App store.
First published: March 13, 2024 | 11:23 am IS