Since the European Union’s Digital Markets Act came into effect on November 1, 2022, Apple has undergone significant changes to comply with the new regulations. Enforced in March 2024, the DMA has had a noticeable impact on the Apple ecosystem. Following legal challenges, Apple has introduced several new features exclusively for iPhones in the EU to meet DMA requirements and prevent penalties. These features are currently unavailable in other regions, including the United States.
Apple has introduced a range of policy changes, both significant and minor, in response to the DMA. Among them are some particularly exciting updates. This article highlights the best EU-exclusive iPhone features that are not available elsewhere. If you’re outside the EU, like myself, discovering these features will make you keenly aware of what you’re missing. Prepare to feel some envy towards EU iPhone users once you learn about these perks.
1. Third-party App Store Accessibility
One of the most significant EU-exclusive iPhone features introduced by Apple is iOS 17 sideloading. Since the tech giant released its iPhone software update in 2023, iPhone enthusiasts have eagerly awaited confirmation of sideloading in iOS 17. Despite its efforts to maintain its walled garden, Apple has had to push the boundaries to avoid a significant lawsuit.
Finally, with iOS 17.4, EU users now have the freedom to access alternative app stores. This means that iPhone users in the EU can download third-party marketplaces. These marketplaces allow users to install apps that may not be available on Apple’s official App Store. To comply with the DMA, Apple has essentially “split the App Store in two.” One version is exclusive to the EU, allowing access to third-party app stores, while the other version remains the same for all other countries.
App developers now have the freedom to create app marketplaces for iPhone users in the EU and utilize third-party payment mechanisms for purchases. However, they must meet Apple’s criteria for customer support, customer experience, fraud prevention, and more. Setapp by McPaw has already launched its alternative app store on the iPhone in the EU. Apple is not offering the much-opposed sideloading feature for free. To ensure it still generates revenue, Apple will charge app developers a commission of 50 euro cents per install once the app reaches 1 million downloads annually in the EU.
However, apps distributed through third-party app stores won’t support certain features such as Screen Time and restrictions on in-app purchases. Apple has stated that these features are not supported because the company does not promote purchasing apps through alternative app stores.
Regardless of the reasons and conditions, sideloading represents one of the major changes Apple has introduced for its EU customers.
2. Ability to Remove Safari and Opt for a Third-Party Browser
Another iPhone feature exclusive to the EU is the ability to uninstall Safari completely and switch to third-party web browsers. This represents a significant change by Apple to comply with the Digital Markets Act. With iOS 14, Apple allowed iPhone users to choose their default web browser, but there was no option to uninstall Safari, Apple’s built-in browsing option.
However, this is about to change. Apple is preparing to allow EU iPhone users to completely uninstall Safari by the end of 2024. This means that EU users will see a new choice screen where they can select a default web browser. When a user opens Safari on iOS 17.4, they will be presented with a list of the main web browsers available, from which they can choose their preferred default web browser.
Furthermore, by the fall of 2025, Apple plans to introduce more “user-friendly ways” to transfer data from an iPhone to a non-Apple device. This move will enable companies like Google and Samsung to develop better data transfer tools, making it easier for users to switch from an iPhone to an Android smartphone.
Considering Apple’s business model and its focus on locking users into the iPhone ecosystem, opening up its walled garden for competition would be challenging. However, Apple had no choice but to offer this option to comply with regulations.
3. Direct App Downloads from Websites
Another envy-inducing EU-exclusive iPhone feature is the ability to download iOS apps directly from a website owned by the developer. This DMA-inspired change is considered one of the most significant yet. App developers who comply with Apple’s strict guidelines now have permission to distribute iOS apps in EU markets without the need for a separate app store.
To enable this, Apple is set to launch a new Web Distribution feature via a software update later this spring. Developers who wish to use this feature must agree to the new App Store business terms, which include a new commission rate. Developers will be required to pay the Core Technology Fee of €0.50 for every first annual installation after one million installs. Additionally, developers must meet certain eligibility criteria to distribute their apps via a website.
Later this year, iPhone users in the EU will be able to download their favorite apps directly from a website. It’s certainly a cool feature that will leave users outside the EU feeling envious.
4. Payment with Third-Party Banking or Wallet Apps
As part of its compliance with the DMA, Apple has implemented significant changes to its contactless payments policy. Developers are now able to offer their own tap-to-pay solutions from within their banking or wallet apps, all while ensuring user security and privacy. This means that iPhone users in the EU can now initiate NFC payments directly from a third-party banking app or wallet app, eliminating the need for Apple Pay or the Wallet app.
Additionally, users can now select and manage their preferred default contactless payment app through a new setting. Once selected, the default contactless payment app can be launched by double-clicking the side button on the iPhone or by simply holding the device near an NFC-compatible terminal, which will automatically launch the chosen app.
5. Developer Interoperability Requests Form
Apple has announced additional perks for EU developers in compliance with the EU’s DMA. Among these is a new request form that allows iOS app developers to request additional interoperability with iPhone hardware and software features. Apple already provides developers with access to more than 250,000 APIs, enabling them to utilize iPhone features and frameworks such as Bluetooth, microphones, cameras, SiriKit, HealthKit, and more.
Moving forward, EU developers can submit requests for additional iPhone features and technologies for use in their apps. Apple will review these requests on a case-by-case basis. If the requests are technically feasible and comply with the Digital Markets Act, Apple will release additional APIs in future iOS updates.
In addition to these changes, Apple will provide developers worldwide with updated analytics in response to the App Store changes in Europe. Over 50 new reports are now available through the App Store Connect API, allowing developers to closely analyze their app performance. Some of the newly added metrics include Commerce, App Usage, Engagement, and Framework Usage.
These five new iPhone features are exclusive to EU users, with no other country, including the US, currently having access to them.
However, this exclusivity could change soon. The US Department of Justice (DOJ) has filed an antitrust lawsuit against Apple, alleging that its practices create a monopoly in the iPhone ecosystem. The US government argues that these practices result in higher prices for consumers and stifle competition by imposing restrictions on app developers.
With the DOJ aiming to disrupt Apple’s business model and iPhone ecosystem through its lawsuit, there’s a possibility that Apple may extend some of its EU exclusives to the US. Alternatively, Apple could be preparing something special for iPhone users in the US in response to these legal challenges.
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