- Apple is allowing iPhone app downloads directly from developer websites in Europe starting this spring due to EU legislation requiring large tech companies to open their platforms.
- Apple will still collect a fee for web downloads, though the amount is unclear. The App Store is a major profit center for Apple.
- It remains to be seen how much impact web downloads will have in Europe, as Apple still controls parts of the user experience. But this shows the power of the EU’s Digital Markets Act to compel Apple to open up.
The European Union recently passed legislation called the Digital Markets Act that requires large tech companies like Apple to open their platforms to smaller rivals. As a result, Apple has announced a major reversal of its long-held opposition to web downloads of iPhone apps, often called “sideloading.”
Opening the Floodgates
Starting later this spring, iPhone users in the EU will be able to download apps directly from developer websites rather than only through the App Store. Apple has fought against web downloads for years, citing security concerns. But the company now says it will authorize developers to offer web downloads if they meet certain criteria around protecting users.
Still Collecting Fees
Importantly, Apple will still collect a fee for web downloads, though the amount is unclear. The App Store is a major profit center for Apple. But the company says Europe only accounts for about 7% of its App Store revenue.
Complying Under Pressure
This change shows the power of the EU’s Digital Markets Act to compel Apple and other large tech firms to open up. Other recent examples include Apple allowing third-party app stores, reinstating Epic Games’ developer account, and permitting web app shortcuts on the iPhone home screen. Apple appears to be complying with regulators to avoid fines.
Assessing Impact
It remains to be seen how much impact web downloads will have on iPhone apps in Europe. The EU will check with Apple’s rivals like Spotify to ensure the changes meet the spirit of the law. But Apple still has power over the user experience, like managing refunds. The floodgates are opening, but only so far.
