Starting Tuesday, April 16th, Apple will permit developers to distribute iPhone apps directly to European Union consumers from their websites.
This shift is driven by compliance with the EU’s Digital Markets Act (DMA), and these new regulations aim to level the competitive field and enhance consumer protections against the dominance of major tech firms.
What Are the New Terms for EU Developers?
Under the new scheme, developers can access a web distribution entitlement, starting with beta 2 of iOS 17.5, provided they opt into Apple’s revised EU business terms. These terms include:
- A “core technology fee” of €0.50 for each first annual install over 1 million in the past 12 months.
- Applicability of the fee whether the app is distributed via Apple’s platform or independently.
This move is part of Apple’s broader adaptation to the DMA, which previously led to the allowance of third-party app stores and alternative in-app payment systems on its devices within the EU.
How Can Developers Qualify for Web Distribution?
To qualify for web-based distribution, developers must meet several criteria set by Apple:
- Be in good standing within Apple’s developer program.
- Handle legal issues such as IP disputes and government takedown requests independently.
- Commit to providing customer service for apps, as Apple will not provide this for externally downloaded apps.
- Ensure apps meet Apple’s notarization requirements to ensure platform integrity.
How Will Apple Ensure Security with Direct Downloads?
The process for an iOS user to download apps directly from the web involves an authorization flow designed by Apple, requiring multiple steps to confirm the user’s consent through the iOS settings and subsequent permissions pop-ups. Apple asserts that this process, although criticized by some as overly cumbersome, is necessary to maintain the security standards iOS users expect and aligns with the DMA’s allowances for gatekeepers to enforce certain protections.
Despite these changes, the EU has ongoing investigations into Apple’s compliance with other aspects of the DMA, including its app store steering policies and the choice screens for browser alternatives. These inquiries indicate a continued scrutiny of Apple’s adaptations under EU regulation.
The new web distribution capability is just beginning to roll out, and it is uncertain how many developers will opt to use it, given its novelty and the continued availability of traditional App Store distribution.
Apple acknowledges mixed feedback from developers, with some expressing interest in the direct download option while others may prefer to stick with the established App Store model.
Furthermore, developers now have the additional option of submitting a marketplace app to Apple, enabling them to distribute their software through their own alternative stores hosted on the iOS platform.
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Featured Image courtesy of Brooks Kraft/Agence France/Getty Images