- Apple to allow iPhone users in the EU to download apps from websites, complying with the Digital Markets Act
- Significant shift for Apple, previously resistant to web downloads due to security concerns and user experience control
- European Commission's pressure leads to changes in Apple's policies, including allowing third-party app stores and web app shortcuts
Apple will allow iPhone users in the EU to download apps from websites, complying with the European Commission's Digital Markets Act. This move marks a significant shift for Apple, which has long resisted web downloads, citing security concerns and user experience control.
What to know: Apple is set to allow iPhone users in the European Union to download apps from websites, a significant shift prompted by the European Commission's Digital Markets Act. This move marks a departure from Apple's longstanding resistance to web downloads, also known as sideloading, citing security concerns and the desire to control the user experience. The Digital Markets Act aims to compel major tech companies like Apple to open up their platforms to smaller competitors, and this new policy is a clear result of that pressure.
Looking ahead: The web download program, scheduled to launch later this spring, will come with specific criteria for developers, such as having an app with over 1 million downloads in Europe. Despite this change, Apple will continue to collect a fee for these downloads. Additionally, Apple has stated that companies can offer their own app stores for iPhones in Europe, as long as they exclusively feature apps from a single company. This new approach emphasizes the importance of responsibility, oversight, and user experience management for developers distributing apps directly from websites.
Deeper details: Under the Digital Markets Act, Apple has been compelled to make several adjustments to its App Store operations, including allowing third-party app stores in Europe, reinstating Epic Games' developer account amidst legal disputes, and reversing the ban on web app shortcuts on the main iPhone screen. These actions indicate that the European Commission's regulatory efforts are influencing Apple's policies in the region, with potential fines and enforcement actions looming for non-compliance. European Commission Executive Vice President Margrethe Vestager has expressed the need to ensure that Apple's new policies align with the principles of the law, seeking feedback from stakeholders like Spotify to evaluate the impact on market openness.
The backstory: Despite these changes, Apple plans to maintain a fee of fifty Euro cents for app downloads outside of its App Store, including web app downloads. The App Store fees are a significant revenue stream for Apple, contributing to the company's services business, which generated $78 billion in sales in fiscal 2023. While Europe represents approximately 7% of Apple's App Store revenue, these adjustments in response to regulatory pressures highlight the evolving landscape of app distribution and competition within the tech industry.
