Apple has introduced a major change to its iOS operating system in the European Union, allowing iPhone users to access alternative app stores for the first time. However, this feature is only available within the EU, and users who travel outside of the bloc will lose some functionality after a grace period.
What is the Digital Markets Act?
The Digital Markets Act is a new regulatory framework that aims to ensure fair and open competition in the digital sector. The act applies to all 27 countries in the EU and comes into effect on March 7, 2024.
One of the provisions of the act is that gatekeepers, or large online platforms that have significant impact on the internal market, must allow users to access third-party app stores on their devices. This means that users can download apps from sources other than the official app store of the device manufacturer.
How does iOS 17.4 comply with the act?
Apple is one of the gatekeepers identified by the EU, and its iOS operating system has been historically closed to alternative app stores. However, with the release of iOS 17.4, Apple has complied with the act by enabling iPhone users in the EU to access alternative app marketplaces.
Users can install an alternative app marketplace through the browser and download apps from outside of the Apple App Store. They can also set their preferred alternative app store as the default App Store on their device via Settings. A Screen Time setting also allows parents to decide whether their children’s devices are able to install apps from alternative app marketplaces.
Apple says device eligibility for access to alternative app marketplaces is determined by using on-device processing, with only an indicator of eligibility sent to Apple. To preserve user privacy, Apple does not collect a device’s location.
What happens when users travel outside of the EU?
While EU users can enjoy the benefits of alternative app stores, they should be aware that this feature is geo-restricted to the EU only. Apple warns that EU users traveling outside of the bloc will only have a “grace period” before some features stop working altogether when they’re away.
According to Apple’s support document, if users leave the EU for short-term travel, they will continue to have access to alternative app marketplaces for a grace period. If they are gone for too long, they will lose access to some features, including installing new alternative app marketplaces. Apps they installed from alternative app marketplaces will continue to function, but they can’t be updated by the marketplace they downloaded them from.
Apple has not specified the duration of the grace period, but it is likely to be based on the length of the user’s stay outside of the EU. Users who want to restore full functionality will have to return to an eligible physical location, or delete the app and redownload an equivalent from the Apple App Store.
What are the alternative app marketplaces available?
The first alternative app marketplace to launch in the EU is the Mobivention App Marketplace, which is a corporate-focused service that offers apps for business and productivity. The marketplace is developed by German IT service provider Mobivention and will be available on Thursday, March 7.
Another alternative app marketplace that has been announced is the MacPaw App Store, which is a consumer-oriented service that offers apps for entertainment and creativity. The marketplace is developed by MacPaw, a software company based in Ukraine, and will be available sometime in April.
Epic Games, the developer of the popular game Fortnite, has also expressed its intention to launch an alternative app marketplace in the EU. Epic Games has been in a legal dispute with Apple over its App Store policies, and has accused Apple of monopolistic practices. Epic Games has not revealed the details of its planned marketplace, but it is expected to offer games and other apps at lower prices than the Apple App Store.
What are the implications of the change?
The change to iOS 17.4 is a significant one for both Apple and its users. For Apple, it means that it has to open up its platform to competitors and potentially lose some revenue from app sales and commissions. For users, it means that they have more choice and flexibility in downloading apps, but also more responsibility and risk in ensuring the quality and security of the apps they install.
The change also raises some questions about the future of the App Store and the iOS ecosystem. Will alternative app marketplaces be able to offer the same level of privacy, safety, and performance as the Apple App Store? Will users be able to seamlessly switch between different app marketplaces without losing data or functionality? Will developers be able to support multiple app marketplaces and comply with different regulations and standards?
The answers to these questions will depend on how Apple and the alternative app marketplace providers cooperate and compete with each other, and how users and developers respond to the new opportunities and challenges. The change to iOS 17.4 is only the beginning of a new era for the iOS platform in the EU, and the impact and implications will unfold over time.
