Apple has recently announced significant changes to how app marketplaces will operate on the iPhone in response to the Digital Markets Act in the European Union. These changes, currently applicable to EU residents, are expected to have far-reaching implications globally as other governments may consider similar legislation.
One of the key updates is that app marketplaces on the iPhone can now choose to offer apps exclusively from a single developer, providing more flexibility for developers distributing apps in the EU. Additionally, developers can now opt for alternative app marketplaces or link out to external websites for transactions, giving them more freedom in how they sell digital goods.
Furthermore, a major change on the horizon is the introduction of Web Distribution, set to be available with a software update later this spring. This feature will allow authorized developers to distribute their iOS apps directly to EU users from their own websites, a departure from the previous restriction of app downloads solely from the App Store.
These changes are part of Apple's efforts to comply with the Digital Markets Act and provide users with more options and flexibility in accessing and downloading apps. The impact of these changes is already being felt, with reports of increased installations of alternative browsers on the iPhone following the iOS 17.4 update.
Brave, a browser company, noted a significant rise in installations on the iPhone after Apple introduced a new default browser choice screen as part of the update. This move has enabled users to select from a list of the most downloaded browsers, promoting competition and choice in the browser market.
While these changes are currently specific to the EU, they signal a shift towards greater openness and competition in the app marketplace, with the potential for similar changes to be adopted in other regions in the future.
