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Until now, iPhone apps were practically only available in Apple's App Store. This restriction no longer applies, at least in the EU: In order to meet the new requirements of the Digital Markets Act, Apple had to fundamentally open up the operating system. With iOS 17.4, users are able for the first time to install app marketplaces from other providers – directly from a website. What sounds simple is, however, not very seamless in practice.
In contrast to Android, iOS users do not have to activate the sideloading functionality first; it is activated by default. If you don't want this, you can generally switch off sideloading in iOS 17.4. However, no one has to be afraid of an unwanted app installation, because entering an app marketplace is a sporting undertaking in which several Apple hurdles have to be overcome. Mac & i was able to go through the process with the mobivention App Marketplace – the first alternative app store to date, which is, however, not publicly available.
The arduous path to the app marketplace
First, users have to go to the website of a marketplace provider and click on an installation link – so far, so good. Nothing happens for several seconds, then a dialog appears indicating that the marketplace has been installed. “Your installation settings on this iPhone” do not allow this, but it says there – the user is sent to the settings. If you tap “Ok”, it doesn't take you directly to the settings, but nothing happens again. If you then switch to the iOS settings yourself, you will see a new entry that allows you to allow the marketplace installation.
The whole thing is reminiscent of sideloading iOS apps that are signed with an enterprise certificate. There are similar hurdles there, but this app distribution channel was never intended for end customers, but is only intended for the distribution of internal apps in large companies.
If you tap on the entry in the settings, a new warning dialog appears that informs you about the installation and can be “Allowed” or “Ignored”. After “allowing” (and biometric authentication via Face ID), you have to go back to the marketplace provider’s website and – déjà vu – tap the installation link again. Another dialog now appears with information about the app marketplace and the provider; here you have to confirm the installation again. iOS then displays another notice. In it, Apple warns that all purchases made in the marketplace are not made via the App Store account and therefore functions such as subscription management are not available. Anyone who then presses “Continue” has actually done it after re-authorizing Face ID. The app marketplace lands on the home screen and/or in the app library.
No “free” sideloading possible
iPhone users can then download additional apps from such app marketplaces, which ultimately works in the same way as the App Store. Direct installation of apps from a website or via an .ipa file is currently not planned. Apple said in January that it was still investigating such a sideloading option. The Digital Markets Act does not clearly state that gatekeepers must also support the direct installation of individual programs. In any case, Apple continues to review every app and app marketplace. If you don't get a developer account – like Epic Games – you can't bring apps to your iPhone via other marketplaces.
Installed app marketplaces manage users in Settings > App Installation. This only appears once at least one alternative marketplace has been installed. And a new standard marketplace can also be set up there. It is also possible to revoke permission from marketplaces to install apps on the iPhone. Each app now also shows in the settings from which source it comes. This also only appears when you have downloaded apps from another source.
(lbe)