Starting Tuesday, Apple will begin web distribution of its iOS apps to users in the European Union. Developers who opt in and meet Apple's standards, including app notarization requirements, will be able to offer iPhone apps for download directly to their EU users from their own website.
This is a major change for the mobile ecosystem that prevents so-called “sideloading.” Apple's walled garden attitude has so far allowed it to funnel almost all of its iOS developer revenue into its own App Store. But in the EU, that moat is being dismantled as a result of new regulations that apply to the App Store and that iPhone makers have been required to follow since early last month.
Apple announced in March that web delivery entitlements would soon be introduced to its mobile platforms as part of changes aimed at complying with the bloc's Digital Markets Act (DMA). The pan-EU regulation imposes a series of obligations on covered tech giants, with lawmakers hoping to level the playing field for business users of their platforms and protect consumers from big tech companies throwing their weight behind them. I hope so.
Briefing journalists on the latest developments in the EU app ecosystem on Tuesday ahead of the official announcement, Apple representatives said that rights will be available through Beta 2 of iOS 17.5 for developers who want to distribute iOS apps directly. Stated.
To do so, developers must agree to Apple's new EU trading terms. This includes a new “core technology fee” where he will be charged €0.50 for every first annual install of 1 million or more in the past 12 months, regardless of where the app is distributed. App makers who want to avoid the fee now have no choice but to abide by Apple's old terms and conditions, meaning they won't have access to any of the DMA entitlements.
Previous DMA changes opened up Apps to allow Marketplace apps in the EU, allowing developers to run their own app stores (including marketplaces made entirely of their own apps) on iOS .
Additional DMA-driven reforms include increasing Apple's flexibility regarding in-app payments and prohibiting the usual anti-tampering measures. This means that iOS developers who agree to the new terms and conditions can inform users of cheaper offers available outside of Apple's own App Store.
Returning to the new option of web distribution for iOS apps, Apple's criteria for developers who want to distribute software directly includes being in good standing with the developer program. Proving that it handles intellectual property disputes, government takedown requests, and more. Apple does not provide such support for iOS apps downloaded outside of the App Store and is committed to providing customer service to iOS users.
It also emphasized that all apps distributed from the web must meet notarization requirements, which it says are intended to protect the integrity of the platform.
An Apple representative described this as a fundamental safety and security standard and said that iOS users expect their devices to be reliably protected from external risks.
The company continues to maintain that sideloading apps carries inherent security risks for mobile users, and is exploring ways to comply with DMA while taking steps to limit the risks the changes pose to users. It suggests.
The first time an iOS user attempts to download an app from a developer's website, they must authorize the developer to install the app directly on their device. Apple's current authorization flow design includes multiple steps, with users confirming they grant permission to developers via the iOS settings menu by clicking “Allow” in the subsequent permission pop-up. (Another option, to deny permission, read “ignore”).
According to Apple, once you approve a developer through this multi-step flow, there will be fewer steps for future direct downloads.
The design of the subsequent flow that Apple showed during the briefing includes a screen that notifies users that “updates and purchases for this app are managed by the developer,” and a screen that says, “Review the following information before installing. It includes the suggestion “Please do so.” appears above the card, along with basic app information and a screenshot, as well as a link to view “more info” information.
Apple maintains that these steps, and the information that iOS presents to users during the authentication process for direct-to-web downloads, are reasonable security measures. DMA allows gatekeepers to apply these procedures to protect the integrity of the platform.
But critics of Apple's DMA approach decry this type of popup as a “scary screen,” and the flow it designs creates friction and discourages iOS users from venturing out of Apple's garden. It is claimed that the purpose is to Through Apple's own App Store.
At least some of these criticisms may prompt EU enforcement authorities to take a closer look at Apple's position on the law's requirements, as Apple's approach to many other elements of DMA compliance is under investigation by the European Commission. ing.
The commission announced last month that it was looking into Apple's rules for operating the App Store and the design of the alternative selection screen for the Safari web browser, another core platform service regulated by the DMA. . The EU also announced some “investigative measures” related to Apple's new iOS pricing structure, but for now the new core technology fees remain unchanged.
Given that Apple has just started implementing web distribution for iOS apps, it remains to be seen whether the EU will step in to further explore this aspect of DMA compliance as well.
It's also unclear how much demand there is among iOS developers for direct distribution on the web. Regarding this, Apple said that it has heard from some app makers that they would like this option, but also pointed out that this is a new feature that is just beginning to be available, and that it is not yet clear how much development is actually being made. He said it was unclear whether people would want to take advantage of this option. option. This option is alongside the existing (established) and currently available options for App Store distributions.
In the EU, developers now also have a third route to reach users. Developers can submit their apps to Apple's marketplace requesting that their software be distributed through their own alternative stores hosted on the platform.