EU iPhone Users Gain Access to Alternative App Stores as Apple Opens Doors to Competition

From March onwards, Apple will permit the use of alternative app stores on its devices bought in the European Union, a departure from the current restriction that confines iPhone users to downloading apps exclusively from the company’s App Store.

Emphasizing user security, Apple has consistently defended its rules, but criticism has mounted, accusing the tech giant of establishing a monopoly that forces both customers and developers to adhere to its exclusive channels and incur fees amounting to a commission of up to 30%.

Consequently, developers failing to meet Apple’s stringent App Store standards or opting not to pay its fees find themselves excluded from the vast user base of Apple devices. While this shift won’t impact the United Kingdom immediately, the Digital Markets Bill in the UK Parliament is poised to subject Apple’s practices to comparable regulatory scrutiny.

Epic, renowned for its hit game Fortnite, took a stand against Apple’s policies, resulting in the removal of Fortnite from the App Store in 2020. The absence of the game on the App Store could potentially be rectified as iPhone users in Europe may gain the ability to access Fortnite through alternative app marketplaces.

This development aligns with the introduction of the EU’s Digital Markets Act, designed to regulate major companies acting as gatekeepers to services like search engines and app stores, fostering a fairer market for both established and smaller enterprises.

In addition to allowing alternative app stores, Apple will expand browser choice for EU users, enabling them to opt out of using Apple’s Safari web browser right from the initial launch.

However, Apple cautioned that, while upholding high standards for new alternative apps and stores, it anticipates heightened security risks for users. The company expressed concerns about the increased potential for privacy breaches and exposure to malware, fraud, and scams within apps from sources outside its ecosystem.

In a statement, Apple noted, “The changes we’re announcing today comply with the Digital Markets Act’s requirements in the European Union, while helping to protect EU users from the unavoidable increased privacy and security threats this regulation brings.”