Since iOS 17.4, Apple has made it possible in the EU to purchase, download and install applications via an alternative App Store. It is then possible to make purchases outside the official Apple App Store via the app stores.
Apple is undoubtedly not happy with this change, but European legislation has obliged the company to enable alternative App Stores for iPhone. These stores are not mandatory on the iPad and are therefore not available. We explain how you can use an alternative App Store.
Alternative App Store
Since March 5, 2024, it has been possible to install alternative app stores on your iPhone. This does require the necessary efforts from app developers and companies that want to offer such an App Store. For example, they have to comply with all kinds of rules and it is not yet profitable for some companies to offer an app store. However, there are already a number of developers and companies that have announced their alternative App Store.
- Mobivention App Marketplace starts soon and focuses on consumers and business customers.
- Setapp Mobile from MacPaw – April 2024: Just like on the Mac, you can use an all-in-one package with full access to all apps for a fixed amount per month.
- Epic Games Store – autumn 2024: Access to Fortnite and more games, unless Apple puts a stop to it (more info)
Alternative app stores will only available are for iPhone users in the EU. On an iPad you still have to rely on Apple’s official App Store and you can download applications not install via sideloading.
Restrictions outside EU
If you use alternative App Stores, it is good to realize that there are restrictions are imposed if you use an app installed via an alternative App Store outside the EU. Once you leave the European Union, you can continue to open and use the applications.
However, iOS apps from alternative marketplaces can only be updated outside the EU for 30 days, after which the option will expire and you can update the app again when you are in the EU. You can only install new apps or marketplaces when you are in the EU. VPN services are not supported.
App store expectations
The above companies have announced or already released their alternative app store, but what can you expect as a consumer? It is possible to purchase and download applications via these platforms. These can be apps that are offered exclusively on this platform or applications that are also available in Apple’s App Store.
It is expected that apps from alternative App Stores will be offered cheaper than from Apple because less commission has to be paid. It is good to know that Apple does not support these apps.
Another example is Setapp Mobile from MacPaw, the company has announced that with a valid subscription to the service you can download and fully use all the apps in their alternative App Store at no additional cost. For macOS, MacPaw already has a similar alternative app store where you can use 230+ apps for a fixed amount per month.
Apple wants to limit risks
Although alternative app stores offer more flexibility in installing apps, it is important to be careful as it can pose risks such as installing malicious software. Users should always carefully check that the source of the app is trustworthy and that the app is requesting the correct permissions. This allows you, for example, to install fake bank applications to commit fraud. This is one of the reasons why Apple did not allow sideloading for years.
Apple cannot eliminate those risks, but within the limitations of the DMA, the company will take steps to reduce them. These precautions apply when users download iOS 17.4 or later and include:
- Mandatory notarization for iOS apps – a basic assessment that applies to all apps, regardless of their distribution channel, focusing on platform integrity and user protection. Notarization involves a combination of automated checks and human review.
- App installation sheets – that use information from the notarization process to provide at-a-glance descriptions of apps and their functionality before downloading, including the developer, screenshots and other essential information.
- Authorization for marketplace developers – to ensure marketplace developers commit to ongoing requirements that help protect users and developers. In addition, alternative App Stores must meet various requirements, such as a letter of credit of 1 million dollars.
- Additional malware protection – which prevents iOS apps from launching if they are found to contain malware after being installed on a user’s device.
These protections – including notarization for iOS apps and authorization for marketplace developers – help reduce some of the privacy and security risks for iOS users in the EU. That includes threats such as malware or malicious code, and risks from installing apps that misrepresent their functionality or the developer responsible.
However, Apple has less ability to address other risks, including apps that contain scams, fraud, and abuse, or that expose users to illegal, offensive, or harmful content.