Exploring Alternative App Stores in the EU: A New Era of App Distribution Under the Digital Markets Act

Exploring Alternative App Stores in the EU: A New Era of App Distribution Under the Digital Markets Act

With the implementation of the Digital Markets Act (DMA), residents of the European Union can now explore a variety of alternative app stores, breaking free from the traditional confines of Apple's App Store. This new regulation is aimed at enhancing competition within the app ecosystem, allowing users to access a broader range of apps through third-party marketplaces. Unlike Apple's stringent App Review process, these alternative stores have their own policies for app approval, although they must still meet certain "baseline platform integrity standards," such as being malware-free.

Developers Navigate New Business Terms for Alternative App Stores

To operate an alternative app marketplace under the DMA, developers must adhere to Apple's new business terms specific to the EU. This includes a Core Technology Fee of €0.50 for each first annual install of their marketplace app, applicable even before reaching the 1 million install threshold set for other EU apps under Apple's DMA terms. Despite these complex rules, several developers have seized the opportunity to distribute their apps outside Apple's ecosystem, offering EU users diverse alternatives.

Notable Alternative App Stores in the EU

1. AltStore PAL

Image credit: AltStore PAL

AltStore PAL, co-created by Riley Testut, who developed the Nintendo game emulator app Delta, is an officially approved alternative app store in the EU. This open-source platform allows independent developers to distribute their apps, including those from AltStore's makers, such as Delta and a clipboard manager called Clip. Unlike the traditional App Store, AltStore apps are self-hosted by the developer, requiring users to add apps manually by downloading an alternative distribution packet (ADP) and creating a "source" within AltStore.

Popular apps on AltStore include UTM, a virtual machine app for running Windows on iOS, OldOS, a SwiftUI-based re-creation of iOS 4, and Kotoba, a standalone iOS dictionary app.

2. Setapp Mobile

Setapp Mobile 
Image credit: MacPaw

Setapp Mobile, launched by MacPaw, was one of the first alternative app stores to comply with Apple's new DMA business terms. Known for its subscription-based service offering curated apps for iOS and Mac users, Setapp Mobile brings this model to iOS users in the EU. The store offers a selection of high-quality apps under a single subscription, free from in-app purchases or ads, though it doesn't feature major apps like Facebook or Netflix.

Setapp Mobile is available to users on specific subscription plans, including "Power User" and "AI Expert," with additional options for those who want to access both the iOS app and Setapp Mobile.

3. Epic Games Store

Image credit: Epic Games Store

On August 16, Fortnite creator Epic Games launched its alternative iOS app store in the EU, marking a significant expansion of its app distribution strategy. This store allows users to download popular games like Fortnite, Rocket League Sideswipe, and Fall Guys, with more titles expected in the future. Epic Games has also supported other alternative stores, such as AltStore PAL and Aptoide's iOS store, through grants.

This move comes years after Apple's removal of Fortnite from its App Store, which led to a legal battle over Apple's alleged monopoly. While U.S. courts did not find Apple guilty of antitrust violations, the case has influenced the current landscape of app distribution.

4. Aptoide

Image credit: Aptoide

Aptoide, an open-source game store based in Lisbon, is another alternative app store available to iPhone users in the EU. Known for its Google Play alternative, Aptoide ensures that all apps are scanned for safety before being made available for download. The iOS version of Aptoide launched as an invite-only beta in June, with users needing to join a waitlist for access.

Aptoide is free to use, covering its Core Technology Fee to Apple by taking a commission of 10% to 20% on in-app purchases, depending on how they were generated. Across all platforms, Aptoide offers 1 million apps to over 430 million users globally.

5. Mobivention Marketplace

Image credit: Mobivention Marketplace

Mobivention Marketplace is a B2B-focused app store that allows EU companies to distribute internal apps for employee use, which are not intended for public distribution in Apple's App Store. The platform also offers the development of custom app marketplaces for companies, allowing them to create a tailored app store experience for their employees. Larger enterprises can license Mobivention’s technology to further customize the marketplace according to their specific needs. 

The Future of App Distribution in the EU

The introduction of the Digital Markets Act has opened up new avenues for app distribution within the European Union, providing users with more choices and developers with new opportunities to reach their audiences. As these alternative app stores continue to evolve, they are likely to play a significant role in shaping the future of the app ecosystem in the EU.