Apple recently implemented significant alterations to its core platforms in alignment with the European Union’s DMA (Digital Markets Act). In the recent iOS 17.4 update, released last week, Apple introduced notable adjustments to its iPhones and App Store regulations. These changes encompass support for sideloading on iPhones and the provision of alternative payment options for EU users.
Apple is progressing towards additional adjustments following feedback from developers. Among the significant changes is enabling developers to offer their iOS apps for direct download from their websites. This will be facilitated through the introduction of a new Web Distribution feature in an upcoming software update slated for later this spring.
This appears to be one of the most impactful changes influenced by the DMA. If software developers adhere to Apple’s strict guidelines and policies, they can directly distribute iOS applications to the European Union markets without the need for a separate app distribution platform.
Furthermore, there are additional modifications aimed at assisting developers in distributing iOS apps within the EU region.
App Marketplace Changes
Earlier this year, Apple unveiled extensive revisions to its App Store policies. Previously, app marketplace operators were required to accept submissions from other developers. However, Apple now states that app marketplaces have the option to exclusively feature apps from their own developers. This immediate shift grants companies complete autonomy to manage an app marketplace and provide their iOS apps for download.
App Distribution via Websites
Developers can also choose to bypass the app marketplace entirely. According to earlier reports, Apple plans to roll out a new functionality dubbed “Web Distribution” via a software update. This feature will empower developers to distribute their iOS applications directly from their own websites, bypassing the need for the App Store as the sole distribution channel. This signifies that instead of accessing the App Store or an alternative marketplace, EU iPhone users can visit a developer’s website to download an app.
Naturally, Apple won’t implement these substantial changes without cost. Developers interested in utilizing the “Web Distribution” feature must consent to the updated App Store business terms. Consequently, a new commission rate will be introduced for these developers. They will be required to pay the Core Technology Fee of €0.50 for each initial annual installation exceeding one million installs.
Additionally, apps must still adhere to Apple’s notarization guidelines to safeguard the platform’s integrity. iPhone users can install apps from a website domain registered in App Store Connect.
“Using App Store Connect, developers can easily download signed binary assets and host them on their website for distribution. To install apps from a developer’s website, users will first need to approve the developer to install apps in Settings on their iPhone. When installing an app, a system sheet will display information that developers have submitted to Apple for review, like the app name, developer name, app description, screenshots, and system age rating.”- Apple
To distribute apps through a website, developers must fulfill specific eligibility requirements.
- To qualify for the Apple Developer Program, one must be affiliated with an organization that is legally incorporated, headquartered, or officially registered within the European Union. The precise geographical location of the legal entity must be accurately reflected in the Apple Developer account associated with the individual developer.
- To qualify, developers must have maintained active membership in the Apple Developer Program for a consecutive period of two years or longer. Additionally, they must have an app that accrued over one million first annual installs on iOS within the EU during the previous calendar year.
- Exclusively provide apps from the developer’s account.
These conditions are outlined by the Cupertino tech giant in a separate document, which explains all the requirements, fees, waivers, and more.
Linking Out
Lastly, Apple is revising its stringent guidelines regarding linking to external webpages for transaction completions. Developers are now granted the autonomy to determine how they design promotions, discounts, and other deals. Consequently, Apple’s own templates and guidelines are now discretionary rather than mandatory for developers. This change is also immediately effective.
Certainly, similar to the other modifications, the updated iOS app distribution policies exclusively apply to app developers within the EU. Likewise, only users residing in the EU can benefit from this newfound freedom. Developers and users outside the EU must continue to utilize Apple’s official App Store.
It’s encouraging to witness Apple expanding its horizons and adopting a more adaptable stance, even if it’s prompted by legal pressures. Though widespread implementation may not be imminent, we remain hopeful that Apple will extend these freedoms to its global user base, catering to its dedicated followers.
As part of the adjustments in response to the EU’s tech guidelines, Apple is gearing up to enable iPhone users in the EU to completely uninstall Safari and opt for a third-party web browser instead.
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