Apple will now let users in the EU download apps through web sites, not just the App Store

Apple is opening up web distribution for iOS apps targeting users in the European Union starting Tuesday. Developers who opt in — and who meet Apple’s criteria, including app notarization requirements — will be able to offer iPhone apps for direct download to EU users from their own websites.

It’s a massive change for a mobile ecosystem that otherwise bars so-called “sideloading.” Apple’s walled garden stance has enabled it to funnel essentially all iOS developer revenue through its own App Store in the past. But, in the EU, that moat is being dismantled as a result of new regulations that apply to the App Store and which the iPhone maker has been expected to comply with since early last month.

In March, Apple announced that a web distribution entitlement would soon be coming to its mobile platform as part of changes aimed at complying with the bloc’s Digital Markets Act (DMA). The pan-EU regulation puts a set of obligations on in-scope tech giants that lawmakers hope will level the competitive playing field for platforms’ business users, as well as protecting consumers from Big Tech throwing its weight around.

Briefing journalists on the latest development to its EU app ecosystem Tuesday, ahead of the official announcement, an Apple representative said developers wanting to distribute iOS apps directly will be able to tap into the entitlement through beta 2 of iOS 17.5.

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