Apple has just made a groundbreaking decision regarding the distribution of iOS apps in the European Union, announcing that developers meeting specific criteria will now be able to offer their iPhone apps for direct download from their own websites. This marks a significant departure from Apple’s longstanding policy of exclusively distributing apps through its App Store.
According to an article by TechCrunch, this change comes as a response to the new Digital Markets Act (DMA) in the EU, aimed at fostering a more competitive environment for businesses. Apple’s move to allow third-party downloads is a notable shift from its previous control over iOS app distribution and the associated revenue streams.
The new policy, set to be implemented with the beta 2 release of iOS 17.5, comes with certain conditions for developers. They must agree to Apple’s terms and conditions, which include a “core technology fee” of €0.50 for each first annual installation exceeding 1 million downloads, irrespective of distribution channels.
Furthermore, developers must maintain a good reputation, handle intellectual property disputes and government removal requests, and provide customer service for iOS users, as Apple will not offer support for externally downloaded apps. All apps must also meet notarization requirements to ensure platform integrity.
To initiate a third-party download, iOS users will need to authorize the installation directly from the developer’s website, with subsequent updates and purchases managed by the developer. While Apple argues that these steps are necessary for security, critics fear that the authorization process could deter users from exploring options beyond the App Store.
This development aligns with other DMA-driven reforms, such as increased flexibility around in-app payments and a ban on anti-steering measures within apps. It reflects a broader trend of regulatory scrutiny over Big Tech’s dominance and aims to level the playing field for businesses and protect consumer choice.
However, Apple’s compliance with the DMA is not without controversy. The European Commission is investigating various aspects of Apple’s practices, including its rules on app steering in the App Store and the design of choice screens for alternative web browsers. Despite these challenges, the new policy marks a significant step towards a more open app distribution ecosystem in the EU.
As this change is still in its early stages, it remains to be seen how many developers will opt for direct web distribution and how regulators will respond to Apple’s evolving approach to app distribution. Nevertheless, it represents a notable shift in the dynamics of the iOS app market, with potential implications for developers and users alike.
Source https://techcrunch.com/2024/04/16/apple-web-distribution-ios/
