Apple will allow iOS App downloads directly from websites in the EU

Apple intends to implement additional changes in EU countries to facilitate the direct distribution of iOS apps by certain developers from websites.

With the new web distribution feature, developers will have a new way to distribute iOS apps in EU markets without a separate app store, if they follow Apple's strict rules.

According to Apple, this feature will be available with a software update "later this spring."

Despite Apple's recent efforts to open up iOS to more third-party apps, there are still essential security measures regarding app distribution through websites. One such measure is that you'll still be required to adhere to Apple's rigorous app development ecosystem.

Apps distributed through the web must adhere to platform integrity standards for notarisation, just like all iOS apps. Additionally, developers can only install their apps from domains registered in App Store Connect, according to Apple.

Installing these apps on an iPhone in the EU will also be complex. Apple states that users must authorize app developers in their iPhone settings before they can install apps from developer websites. "Some of the details that developers have sent to Apple for approval, such as the app's name, developer's name, description, screenshots, and system age rating, are displayed on a system sheet during the app installation process."

Consequently, developers will need access to a free and open platform to distribute apps online to iOS devices in the European Union. As long as they adhere to ongoing requirements meant to safeguard users, "Apple will authorise developers after meeting specific criteria," the tech company says. Developers are required to participate in Apple's Developer Programme and EU registration. Apple has laid out several important tasks that they must agree to:

• To participate in Apple's Developer Programme, you must be a company with a European Union incorporation, domicile, or registration or have a European Union subsidiary listed in App Store Connect. In your Apple Developer account, you can see the address that corresponds to your company.

• Must have an app that had over one million first-year installs on iOS in the EU in the previous calendar year and has been a member of the Apple Developer Programme for at least two consecutive years.

• Promote applications that are in your developer account only.

• Pay close attention to any messages sent by Apple concerning your apps distributed through Web Distribution. This includes messages concerning suspicious or unlawful activity and any other matter that Apple deems affecting users' security, privacy, or safety

• Provide users with the ability to manage the collection and use of their data and make data collection policies publicly available

• Ensure compliance with all local laws that may be relevant to your business, such as consumer protection statutes, the General Data Protection Regulation, and the Digital Services Act.

• Respond to requests from various entities, including the government, to remove app listings.

Apple is restricting this to large developers only due to the 1 million installs requirement, which is a lot of hoops for developers to jump through. Epic Games might not be able to use this distribution method if they have a developer account that has been in good standing for two years. However, Epic Games remains committed to bringing its iOS game store to the EU shortly.

Apple can now sell apps developed for iOS devices on third-party marketplaces in the European Union. However, developers will be charged 50 cents for each update and installation after their apps reach 1 million installs per year. Web distribution of iOS apps also includes the Core Technology Fee process. This Core Technology Fee does not apply to all EU entities except for certain government agencies, non-profits, and certain educational institutions.

Some developers may find the ability to bypass the App Store and sell their apps directly to iPhone users in the EU to be worth the inconvenience despite the strict regulations. Even though it's frustrating for consumers, developers on iOS can sidestep app stores completely by hosting their apps directly on Apple's servers and adhering to all of the company's policies and regulations.

Apple is loosening its grip on developers' ability to link to third-party websites for digital product purchases. As Apple states, developers now have the option to "choose how to design promotions, discounts and other deals." This implies that developers are not compelled to use Apple's design templates but rather have the option to do so.