Aptoide, an established third-party app store for Android, launched an invite-only beta version of its iOS app store in the EU in , with plans for a full public release. Epic Games has also confirmed it will bring its popular Epic Games Store to iOS for EU users. Alongside these major players, smaller, specialized marketplaces are emerging, such as Mobivention’s business-to-business focused store and Skich, which uses a Tinder-like swiping interface for app discovery.
These alternative stores are introducing different business models. Aptoide, which claims to have over 430 million users and one million apps across all its platforms, will charge a commission of 10% to 20% on in-app purchases made on iOS. The company stated it will not pass Apple’s Core Technology Fee on to its users. Skich plans to take a 15% commission on all purchases within its marketplace. In contrast, Apple’s standard commission rate is typically 15% to 30%.
The launch of these alternative app stores is a direct result of the European Union’s Digital Markets Act (DMA). This landmark regulation requires designated “gatekeeper” companies like Apple to open up their platforms to third-party services, including alternative app marketplaces and payment systems. The goal of the DMA is to increase competition and provide more choices for consumers and developers in the digital sector.
The official launch date for the Epic Games Store on iOS in the EU has not yet been announced. Furthermore, it remains unclear how many developers will embrace these new platforms and what the user adoption rates will be. The long-term financial impact of Apple’s Core Technology Fee on the sustainability of these alternative stores is also an open question.
The European market will serve as a testbed for the future of app distribution on iOS. The success of these initial stores could encourage more competitors to enter the space, potentially leading to more competitive commission rates and a greater diversity of available apps. The focus will now shift to how these platforms differentiate themselves to attract both developers and a critical mass of users.
For those in the EU interested in these new platforms, here are some steps to consider:
- Research the security policies of any alternative app store. Aptoide, for example, claims it scans all apps to ensure they are safe.
- For developers, evaluate the commission rates and terms of service for each marketplace to determine the best fit for your application.
- Users should be aware that installing apps from outside the official App Store may involve different security prompts and procedures.
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