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The changes to iOS in Europe continue: The opening for alternative app marketplaces specified by the Digital Markets Act, which Apple implemented with iOS 17.4, obviously did not go far enough. Accordingly, developers will be able to make their iPhone apps available for download via a website in the future, as Apple announced on Tuesday. For the first time, users will be able to download apps directly from the provider, similar to what they are used to with desktop operating systems. This means that the detour via an intermediate app store is no longer necessary.
This new option for “Web Distribution” will follow with a software update in the spring, Apple says, possibly with iOS 17.5. Developers and app providers should receive new interfaces to deliver apps via the web, integrate system functionalities and back up and restore the apps.
Apple continues to review all iOS apps
As with sales via app marketplaces, all apps must still be submitted to Apple for review – even those that are ultimately available for direct download via a website. As part of a process called “notarization,” the company automatically checks the apps for malware, among other things; employees are also supposed to check the developer’s information and basic functions.
This means that iOS suddenly becomes more open than ever, while at the same time security functions of the operating system remain in place – and Apple retains extensive control. In terms of content, the group no longer wants to intervene in the notarization – in contrast to the App Store approval.
High hurdles for direct distribution of apps
However, there are similar hurdles for “web distribution” as for operating an app marketplace: developers must request special authorization from Apple and be registered as a company in the EU. In addition, the prerequisite is that the app provider has been participating in Apple's Developer Program for at least two years and has a “good reputation,” as Apple explains. On top of that, it is imperative that the developer already sells an app that achieved over 1,000,000 initial installations in the EU in the previous calendar year. Accordingly, small indie developers will probably remain excluded from this direct channel for app distribution.
Apple apparently makes installing individual iPhone apps from a website just as complicated as importing an app marketplace in iOS 17.4. Apple's new “Core Technology Fee” also applies to commercial providers when selling apps directly: 1,000,000 initial installations per year are free in the EU, and the developer must pay Apple 50 cents (per year) for each initial app installation beyond that.
Apple removes the rule of silence
Apple is also letting go of the reins somewhat when it comes to the requirements for app marketplaces: Providers can now open app marketplaces in order to exclusively sell their own apps there. Previously, Apple stipulated that app marketplaces always had to sell apps from other developers.
After the billion-dollar fine imposed on Apple by the EU, Apple is also relaxing the confidentiality requirement for app providers: Apps can now link to external purchasing options and offers. Developers no longer have to use Apple's design templates with specific wording.
(lbe)