In response to the new Digital Markets Act (DMA) in the European Union, which aims to level the playing field in the digital ecosystem, Apple users in the EU now have a broader horizon of app stores to choose from. Under DMA regulations, alternative app stores enable users to access a plethora of apps that may not be available in the official Apple App Store. Verified through a notarization process, these apps must meet certain standards to ensure they are free of malware, although the specific review policies can vary by store.
To operate an alternative app marketplace, developers in the EU must conform to a set of business terms established by Apple, which includes the payment of a Core Technology Fee for each initial installation of their marketplace app. This new framework opens up the potential for diverse app offerings and could inspire innovation in the way we obtain and manage applications on our devices.
Some prominent alternative app stores now available for iPhone users in the EU include:
AltStore PAL
Created by Riley Testut, AltStore PAL is an open source platform that enables independent developers to present their apps alongside established ones such as the Delta game emulator and the Clip clipboard manager. Developers use an Alternative Distribution Packet (ADP) to self-host their apps and create a source for AltStore users to access them. This means users only see apps they’ve added themselves, offering a personalized experience.
Setapp Mobile
MacPaw’s Setapp Mobile has quickly become one of the first to adopt the new DMA business terms, providing EU users an alternative app store experience for iOS. Known for its curated selection of quality apps available through a single subscription, Setapp Mobile follows this model, excluding major names like Facebook and Netflix, which are often bundled with in-app purchases or advertisements.
Setapp Mobile’s cost varies depending on the chosen subscription plan, with options available for both monthly and yearly payments. Additionally, there’s an invite-only beta period where certain Setapp subscribers can explore Setapp Mobile for free.
Epic Games Store
Epic Games has also opened its alternative app store in the EU, featuring popular titles including Fortnite, Rocket League Sideswipe, and Fall Guys. The initiative is a significant move following Fortnite’s removal from the official App Store several years ago. This new approach from Epic Games extends their reach and offers users in the EU access to their titles and more via alternative platforms.
Aptoide
Known for its Android marketplace, Aptoide has seized the opportunity to venture into the iOS world with its alternative game store for iPhone. Committed to app safety, Aptoide assures compliance with DMA while offering a wide selection of apps. Currently in invite-only beta, Aptoide aims to provide a no-cost option to access its offerings.
Mobivention Marketplace
A B2B-centric app store, Mobivention allows EU businesses to distribute internal apps not suitable for the public-facing Apple App Store. Furthermore, Mobivention can create bespoke app marketplaces for companies looking to provide a tailored app distribution platform for corporate use. For larger organizations seeking a more integrative approach, there is an option to license Mobivention’s technology.
The introduction of these alternative app markets in the EU represents not just a regulatory compliance but a significant shift in how consumers access and interact with mobile applications. It’s an invitation for developers to innovate, for consumers to explore new app territories, and for the app marketplace ecosystem to expand in diverse and exciting ways. With this growing trend, users stand to gain a richer and more varied app usage experience.
