Step Aside, Apple: Introducing the EU’s Upcoming Alternative App Marketplaces

Thanks to the Digital Markets Act (DMA) in the European Union, users can now explore app stores beyond the official ones, promoting a competitive landscape in the digital app environment. Unlike the traditional oversight through Apple’s App Review, apps in these alternative platforms undergo a notarization procedure to ensure they align with essential platform principles such as malware protection, according to Apple’s statement. These app stores independently manage their review systems, customer support, and refund policies, separate from Apple. 

Entities wishing to operate these alternative app marketplaces have to agree to Apple’s adapted business conditions for DMA-friendly apps within the EU. This involves a requirement to submit a Core Technology Fee of €0.50 per initial annual installation of their app store app, a cost applicable before reaching the milestone of one million installs. 

Despite the intricate new regulations, several developers have embraced the chance to offer their apps beyond Apple’s ecosystem. 

Here are a few alternative app stores available to iPhone users in the EU as of now. 

AltStore PAL

Co-created by Riley Testut, known for the Nintendo emulation app Delta, AltStore PAL is recognized as an official alternative app marketplace within the EU. Operating as an open-source project, it lets independent developers showcase their creations next to those of AltStore’s founders, such as Delta and a clipboard manager named Clip. 

Contrary to Apple’s App Store, the AltStore enables developers to host apps autonomously. They need to obtain an alternative distribution packet (ADP) and host it, creating a “source” for AltStore users to find and access their applications. This means the AltStore exclusively features apps added by users themselves. 

Among the popular apps being added by users are the virtual machine tool UTM, an iOS 4 replica OldOS designed with SwiftUI, a standalone iOS dictionary Kotoba, and the torrenting application iTorrent, among others.

Setapp Mobile

MacPaw’s initiative, Setapp, was among the pioneers to comply with Apple’s revamped DMA guidelines, offering an ancillary app store for EU patrons. Setapp, traditionally known for its subscription-based compilation of curated apps for iOS and Mac users, expanded with the launch of Setapp Mobile in response to the DMA, focusing exclusively on iOS users in the EU. This new store compiles a variety of apps under a singular subscription model, promising an ad-free experience without in-app purchases, omitting major apps like Facebook or Netflix. 

Available to “Power User” and “AI Expert” subscribers of Setapp at no extra charge, there’s also an “iOS Advanced” plan for accessing both the primary Setapp subscription benefits and Setapp Mobile for a monthly or annual fee. 

Furthermore, all Setapp members, barring those on “Family” and “Teams” plans, get to explore Setapp Mobile during its exclusive beta phase. 

Epic Games Store

Epic Games, known for Fortnite, introduced its alternative app store for iOS devices in the EU, featuring a selection of games including Fortnite, Rocket League Sideswipe, and Fall Guys, with more titles anticipated. In addition to supporting AltStore PAL through a donation, Epic Games has stated its commitment to bring its offerings to other alternative platforms including Aptoide’s iOS store in the EU and Android’s ONE Store. 

This launch marks a significant move since Apple’s removal of Fortnite from its App Store over policy disputes, which led to a legal battle concerning app store monopolies. Although U.S. courts found Apple not in violation of antitrust laws, the litigation allowed developers to directly link to their payment platforms for lower commission fees.

Aptoide

A Lisbon-based enterprise, Aptoide presents an alternative gaming store for iPhones, extending its portfolio from being a Google Play rival. The platform vouches for the security and adherence to the DMA regulations of its apps. Interested users must join a waitlist to gain access to its beta version. Unlike others, Aptoide doesn’t transfer the Core Technology Fee charged by Apple to its users but instead imposes a commission on in-app purchases. Aptoide boasts a vast catalog of 1 million apps, serving over 430 million users across various platforms. 

Mobivention marketplace

Focusing on B2B, the Mobivention marketplace caters to EU corporations looking to distribute apps internally, which may not be appropriate or possible through Apple’s App Store. It offers tailored app marketplaces for organizational use, with customization options for larger entities aiming to provide a unique app store experience for their corporate apps. Through licensing Mobivention’s technology, businesses can craft a deeply personalized app distribution platform according to their requirements.