Apple vs. the EU: What Their App Store Battle Means for You

For years, Apple has maintained its App Store as a walled garden: a single, secure place to get apps for your iPhone. That’s now changing, at least in Europe. A major piece of legislation, the Digital Markets Act (DMA), is forcing Apple to open up its ecosystem, and the results are already shaking up how you can use your iPhone.

This isn’t just a legal squabble happening in a courtroom overseas. The ongoing Apple EU App Store conflict introduces fundamental changes to the iPhone experience, offering more freedom but also raising new questions about security and costs. Whether you’re excited about the possibilities or worried about the risks, here’s what you need to know.

What is the EU’s Digital Markets Act (DMA)?

At its core, the Digital Markets Act is a set of rules from the European Union designed to make the digital economy fairer and more competitive. It targets massive tech companies, which it calls “gatekeepers,” that have a major impact on the market. The EU argues that companies like Apple have too much control over their platforms, limiting consumer choice and stifling competition.

The DMA requires these gatekeepers to follow a list of do’s and don’ts. For Apple, this means making significant changes to iOS, the App Store, and Safari to allow for more competition. While Apple is fighting some of these changes, arguing they compromise user security, the company has started to comply to avoid hefty fines.

What’s Actually Changing for You in the EU?

If you live in one of the 27 EU member countries, your iPhone is no longer limited to Apple’s single App Store. The changes, which rolled out starting with iOS 17.4, are significant.

Alternative App Stores Are Here

The biggest change is the ability to install alternative app marketplaces. Think of it like being able to install a different software store on your PC, like Steam or the Epic Games Store. For the first time, you can download an app marketplace from a developer’s website and use it to browse and install apps.

Several marketplaces have already launched, including:

• AltStore PAL: A popular alternative that focuses on independent and open-source apps.
• Aptoide: One of the largest third-party app stores for Android that has now launched on iOS.

Important Note: To install these, you must be physically located in the EU and your Apple ID region must be set to an EU country. Apple has a support page explaining the process, which involves approving the developer in your iPhone’s settings.

Sideloading Apps Directly From the Web

Beyond alternative stores, developers can also offer their apps for download directly from their websites. This is known as “sideloading.” This means if a developer doesn’t want to be on the App Store or an alternative marketplace, they can have you download their app right from your browser.

However, Apple still maintains some control. Apps distributed this way must still go through a “Notarization” process, which is a baseline security review by Apple to check for known malware and other threats. It’s not as stringent as the full App Store review, but it’s a safety net.

New Payment Options (and New Fees)

A major point of contention in the Apple EU App Store debate has been in-app payments. Under the DMA, developers can now direct users to their own websites to complete purchases, bypassing Apple’s in-app purchase system and its 15-30% commission.

This could mean lower prices for subscriptions and digital content. However, Apple has introduced new fees for developers who choose this path. The most controversial is the Core Technology Fee (CTF), where developers have to pay Apple €0.50 for every first annual install over one million, even if the app is free. This has caused an uproar among many developers, who argue it could bankrupt them if an app goes viral.

Apple has since announced that the CTF will be replaced by a new Core Technology Commission (CTC) by January 2026, which is a percentage-based fee on transactions, but the complex fee structures remain a hot-button issue.

The Catch: Security, Privacy, and a Less Seamless Experience

Apple has long argued that its walled garden approach is crucial for user security and privacy. By forcing open the gates, the DMA introduces new risks.

• Security Threats: While Apple notarizes apps, the review is less comprehensive than the App Store’s. This creates a higher risk of encountering malware, scams, or apps that don’t function as promised.
• Privacy Concerns: Apps outside the App Store may not adhere to Apple’s strict privacy and data handling standards.
• Loss of Convenience: Features like unified subscription management, easy refunds, and integrated parental controls are part of the App Store. When you buy or download outside of it, you’re on your own and have to deal directly with the developer for support.

Apple has even delayed the rollout of some new features like iPhone Mirroring and SharePlay Screen Sharing in the EU, citing uncertainty over how to implement them in a way that complies with the DMA without compromising security.

Why is Apple Pushing Back?

Apple is not taking these changes lying down. The company recently appealed a €500 million fine from the EU, arguing that the regulators are overstepping their authority.

From Apple’s perspective, the DMA forces them to degrade the user experience they’ve spent years building. Their official stance is that the changes “create real privacy, security, safety risks” for users and stifle innovation by making it harder to deploy new features. Of course, protecting its highly profitable App Store revenue is also a major factor.

A Glimpse into the Future?

For now, these changes only apply if you’re in the European Union. But the world is watching. Japan has passed a similar law, and the UK and the US are considering their own antitrust legislation targeting Big Tech.

The Apple EU App Store battle serves as a massive real-world experiment. Will it lead to more innovation and lower prices, as the EU hopes? Or will it fragment the user experience and create a security nightmare, as Apple warns? The answer is likely somewhere in the middle. For iPhone users in the EU, it’s a new era of choice, but one that requires a little more caution.