In a recent announcement to developers, Apple unveiled a significant update: Starting this spring, approved developers will be able to distribute their iOS apps to EU users directly from their own websites.

This represents a substantial departure from Apple's standard practice, and is among several changes that the European Commission has mandated the company to implement. Developers now have the option to sell their apps on their own websites, bypassing Apple's official App Store, and distribute them directly. This introduces a form of sideloading, which enables apps to be downloaded to your phone from a source other than an official app store. Until recently, this was almost inconceivable on an iPhone without jailbreaking the device first.

However, given that this is Apple, the company will likely retain some degree of control. Apple will provide multiple APIs to authorized developers to correctly implement this feature: These APIs will facilitate app downloads from the web, integrate app downloads with other iOS functionality, and enable backups so users can re-download purchased apps in the future, among other functions. Moreover, any app offered through this system must still meet the same Notarization requirements as the App Store, and any websites used must be registered through Apple's App Store Connect platform. Users who wish to download apps from a developer's site will need to approve that developer in Settings first.

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The service may not be available to all developers

It is important to note that this service may not be accessible to all developers. According to Apple, to be eligible for Web Distribution, developers must be enrolled in the Apple Developer Program and registered in the EU, and must have been in the Apple Developer Program for at least two continuous years, with an app that has more than one million first annual installs on iOS in the EU in the previous calendar year. This is in addition to other miscellaneous requirements, such as only selling apps from this specific developer account, maintaining regular communication with Apple regarding your apps and services, maintaining transparent data collection policies and offering them to users, adhering to the law, as well as being responsive to requests to remove app listings, if necessary.

Sideloading services are also not exempt from Apple's "Core Technology Fee" (CTF), which it levies on EU developers selling through third-party app stores, or, now, on the web. While the first one million installs across these platforms are free of fees, Apple says developers need to pay a CTF of €0.50 for each subsequent annual install in the past 12 months. Since you need at least one million annual installs to even join this program, these developers will owe Apple these €0.50 per install fees. However, there is a fee waiver for nonprofits, accredited educational institutions, and EU government entities.

In conclusion, this will be quite different from the sideloading experience users have on Android. Both developers and users will need to navigate Apple-imposed hurdles, which could potentially drive developers towards more traditional app sales (likely Apple's goal). Nonetheless, it will be intriguing to observe how this unfolds in the first year or so of this new platform: If Apple-directed sideloading proves successful, there may be more of a push for it in the U.S. and other non-EU territories.

This wasn't the only change Apple announced today. In addition, third-party app stores can now offer a catalog of apps from the developer of the marketplace, and developers now have complete control over the designs when directing users to an external purchase. Previously, Apple required developers to use the company's proprietary templates, but these are now optional.

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