Apple Opens New Avenues for App Distribution in the EU: Direct Downloads and Beyond. In a groundbreaking shift, Apple has introduced three significant changes for developers within the European Union, redefining how iPhone and iPad apps are accessed and distributed. These changes, stemming from the release of iOS 17.4 last week, mark a new era in app accessibility, granting developers more autonomy over their creations and providing users with unprecedented flexibility.
Apple Introduces Major iOS Updates in Response to EU’s Digital Markets Act
Direct Web Page Downloads
At the heart of these changes is the introduction of a new web app distribution feature, set to launch this spring. This innovative approach will enable developers to offer their applications directly from their websites, bypassing traditional app marketplaces. This development is not just about offering an alternative to the App Store; it represents a significant leap towards a more open and accessible digital ecosystem.
Exclusive Marketplace Offerings
Further enhancing developer control, Apple will now allow app marketplaces to offer a catalog of apps exclusively from the marketplace’s developer. This change means companies can operate their own app marketplaces within the EU, offering only their apps for download. For instance, Meta could establish a marketplace showcasing solely its applications, an option previously unavailable under initial guidelines.
Fees and Compliance
While this newfound freedom opens many doors, it comes with its obligations. Developers opting for the “Web Deployment” feature will need to comply with new App Store Terms of Service, including the Core Technology Fee of €0.50 for each annual install exceeding one million over the past 12 months. Additionally, any app distributed via the web must adhere to Apple’s stringent guidelines and be installed from a developer-registered web domain within App Store Connect.
Eligibility Requirements
To qualify for web distribution, developers must be part of the Apple Developer Program as an organization based or registered in the EU. They must also have maintained good standing within the program for two consecutive years or more and have an app with over one million initial annual installs on iOS in the EU in the previous year. Apple emphasizes the importance of developer responsiveness to communications regarding app issues, especially those concerning security or privacy risks.
Enhanced Design Freedom
In a move towards greater design freedom, Apple now allows developers more leeway in linking external web pages for digital transactions. This means developers can creatively design promotions, discounts, and other offers, with this change taking immediate effect.
These updates represent a significant shift in Apple’s approach to app distribution within the EU, providing a more flexible and open environment for developers and users alike. As the digital landscape continues to evolve, these changes promise to foster innovation, enhance user choice, and streamline the app distribution process.
It’s important to note, however, that the accessibility to alternative app stores will be restricted for European users traveling outside the EU, underscoring the region-specific nature of these updates. As Apple navigates these changes, the impact on the app development community and the user experience will be closely watched by industry observers and participants alike.
