Apple will allow iPhone users based in Europe to download apps directly from third-party websites. This is the latest attempt by tech giants to appease regulators after the European Union’s comprehensive competition law came into force earlier this month.
The Cupertino, California-based company said “certified developers” will be able to offer direct downloads starting this spring. The policy adjustment marks a reversal for Apple, which has long opposed the practice, known as sideloading, due to concerns about cybersecurity and user privacy.
Apart from sideloading, Apple also plans to allow developers to offer discounts and other promotions to iPhone users outside of the App Store in a method of their choice. This change took effect immediately.
The move followed Apple’s decision last week to reinstate “Fortnite” maker Epic Games’ permission to offer its own app store to European iPhone customers.
The reversal comes shortly after the EU’s antitrust police hinted that Apple’s brazen move to block Epic’s developer account may have violated the DMA and announced they would look into the matter.
Apple faces intense pressure to comply with EU digital market laws that impose restrictions on the business practices of six “gatekeeper” Big Tech companies to boost competition. Companies that violate the law, which took effect on March 7, could be fined more than 10% of their global revenue.
For Apple, this could result in a fine of approximately $40 billion, based on the $383 billion in total revenue the company reported for fiscal year 2023.
Apple did not immediately respond to a request for comment.
The company announced updated guidance for developers in a blog post on Tuesday.
“Web distribution, available in a software update later this spring, will enable certified developers to distribute iOS apps directly to EU users from developer-owned websites.” Apple wrote.
To qualify, third parties must adhere to the strict updated terms of the Apple Developer Program in Europe. First a developer must have an app that in the past 12 months he has attracted more than 1 million downloads per year within the EU.
Developers will also have to pay a so-called “core technology fee” of “€0.50 for each first annual install of more than 1 million in the past 12 months,” and Apple will review the app’s security and other requirements. must be allowed.
Apple’s critics have widely criticized this provision and other parts of the company’s plan to comply with the European Union’s Digital Markets Law.
Epic Games CEO Tim Sweeney has been one of the company’s most outspoken critics, calling Apple’s compliance plan “hot garbage” earlier this year.
