The App Store Is No Longer the Only Game in Town — In Some Places

For nearly two decades, Apple maintained strict control over what software could run on iPhones through the App Store. That model is starting to change — driven largely by regulatory pressure, particularly in the European Union. Here's what's shifting, and what it means for everyday iPhone users.

What Is Sideloading?

Sideloading refers to installing apps from sources other than Apple's official App Store. On Android, this has always been possible. On iPhone, it has historically been impossible without jailbreaking your device. That's beginning to change.

The EU's Digital Markets Act (DMA)

The European Union's Digital Markets Act came into force and compelled Apple to open the iPhone to alternative app marketplaces in EU member states. Starting with iOS 17.4, users in the EU can install apps from third-party marketplaces — not directly from random websites, but from approved alternative storefronts.

Apple introduced a "notarization" process for apps distributed outside the App Store, performing basic security checks without the full App Store review. Alternative marketplaces must agree to Apple's terms to operate.

What This Means for EU iPhone Users

  • You can install apps from alternative stores that Apple has approved to operate.
  • Apps in these alternative stores go through Apple's notarization (security scanning) but not the full editorial review process.
  • Apple still charges a "Core Technology Fee" for apps distributed outside the App Store at scale, which has drawn criticism from developers.
  • Alternative browser engines (not just WebKit wrappers) are permitted in the EU — meaning Chrome and Firefox could eventually run their own engines on iPhone.

What About iPhone Users Outside the EU?

For now, users in the United States, UK, Australia, and most other regions are unaffected. The App Store remains the only official way to install apps. However, regulatory pressure is growing in other regions, and the legal landscape continues to evolve.

In the US, ongoing antitrust scrutiny of Apple's App Store practices — including court cases around in-app payment rules — may eventually lead to further changes, though the timeline remains uncertain.

App Store Policy Changes Affecting All Users

Separate from sideloading, Apple has made several App Store policy updates that affect all iPhone users:

  • Alternative payment links: In some regions, apps can now link out to external websites for purchases, bypassing Apple's in-app payment system.
  • Expanded app categories: Apple has loosened some content restrictions, allowing more types of apps — including game streaming services — to operate more freely.
  • Faster review times: Apple has continued to improve App Store review speed for most submissions.

Should You Worry About Security?

Apple's core concern with sideloading has always been security and privacy. Historically, malware has been far less common on iOS than Android, partly because of App Store controls. As the ecosystem opens up, exercising caution about where you download apps from becomes more important.

Practical advice: stick to well-known, reputable sources. If you're in the EU and using an alternative marketplace, research the marketplace itself before trusting apps from it. Apple's notarization still provides a baseline level of security checking.

The Bigger Picture

The App Store model is evolving under pressure from regulators worldwide. For most iPhone users, the day-to-day experience won't change dramatically in the near term — the App Store will remain the primary and most curated way to find apps. But the monopoly era of a single gatekeeping store is gradually loosening, which could bring both more choices and new responsibilities for users to evaluate app sources themselves.