Apple Opens Up Web Distribution for iOS Apps

Apple is ushering in a new era for iOS app distribution in the European Union with the introduction of web distribution, marking a significant departure from its traditional App Store-centric approach. This move comes in response to regulatory changes under the Digital Markets Act (DMA), signaling a shift towards a more open and competitive app ecosystem.

Developers targeting EU users now have the option to offer their iPhone apps for direct download from their own websites, provided they meet Apple's criteria and adhere to notarization requirements. This represents a departure from Apple's previous stance on so-called "sideloading," offering developers greater flexibility and autonomy in reaching their audience.

Under the new EU business terms introduced by Apple, developers opting into web distribution will incur a core technology fee of €0.50 for each first annual install over 1 million in the past 12 months. While this fee structure introduces a new cost consideration, it also unlocks access to DMA entitlements, including more flexibility around in-app payments and anti-steering measures.

Apple's emphasis on notarization requirements underscores its commitment to platform integrity and user security. By setting a baseline standard for app safety, Apple aims to mitigate potential risks associated with sideloading while complying with regulatory mandates.

The authorization process for direct web downloads involves multiple steps to ensure user consent and security. While critics have raised concerns about the design of these authorization flows, Apple contends that they are necessary to protect platform integrity and comply with DMA provisions.

As developers navigate these changes, they now have multiple avenues for reaching users in the EU. Whether through traditional App Store distribution, marketplace apps, or direct web distribution, developers can tailor their approach to best suit their business needs and user preferences.

The introduction of web distribution for iOS apps marks a significant milestone in Apple's ongoing efforts to adapt to regulatory requirements while fostering innovation and competition in the app ecosystem. As developers explore new opportunities afforded by these changes, the landscape of mobile app distribution in the EU is poised for continued evolution.

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