EU rules have given iPhone and iPad users new ways to get apps and given developers more payment options—but Apple’s ecosystem has not become an anything-goes sideloading environment. In the EU, apps distributed outside the App Store must meet Apple’s notarization requirements, and alternative marketplaces and developers remain subject to Apple’s authorization and business terms. Apple’s latest unified EU developer terms took effect October 1, 2026.
What changed in the EU—and who is affected?
Apple has changed iOS, iPadOS, Safari, and the App Store in response to the EU’s Digital Markets Act (DMA). The changes include alternative app marketplaces, direct distribution from authorized developer websites, alternative in-app payment processing, and support for alternative browser engines. The available options are not identical across Apple platforms: Apple describes marketplace and website app installation for iOS and iPadOS, while EU payment and business terms cover apps across several Apple operating systems. See Apple’s current EU app guidance.
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Apple announced its first major changes in January 2024, saying that more than 600 new APIs would support the changes and that the capabilities would become available in the EU’s 27 member countries beginning in March 2024. Those were launch-era implementation figures, not counts of alternative stores, apps, or users. Apple’s original announcement is available in its January 2024 Newsroom post.
Can you download iPhone or iPad apps outside the App Store?
Yes. In the EU, users can install notarized iOS and iPadOS apps through an alternative marketplace or directly from an authorized developer’s website. Apple’s rules do not extend this choice to every country or every Apple device.
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Alternative app marketplaces
A marketplace is a dedicated app connected to a marketplace website and server. Its operator must be authorized by Apple and use Apple’s MarketplaceKit capabilities. Marketplace operators have responsibilities that include app distribution and discovery, moderation, fraud monitoring, transparent data practices, legal compliance, handling intellectual-property disputes, and providing user support. Apple says marketplace operators—not Apple—are responsible for support and refund issues arising from marketplace transactions. Developers can also let marketplaces receive update notifications, which may enable features such as automatic updates. Details are in Apple’s marketplace operator guidance.
Downloads from developer websites
Authorized developers can distribute notarized iOS and iPadOS apps directly from their websites in the EU. This is not permission for any website to offer any app: Apple’s authorization and notarization framework still applies. Apple’s EU app guidance describes the current distribution options.
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What notarization does—and does not mean
Apple describes notarization as a baseline review for apps distributed through any channel. It is not the same as saying every app must be sold through the App Store, nor does it mean Apple assumes a marketplace’s responsibilities for support, refunds, or disputes. Apple presents its review and authorization requirements as part of its approach to security; that is Apple’s stated rationale, not an independent finding that the system is safer or less safe.
How do the EU payment options work?
Developers can use Apple In-App Purchase, offer an alternative payment processor inside an app, or direct users to an outside offer using an actionable link. These are distinct routes with different commissions and responsibilities; there is no universally cheaper option without accounting for the specific transaction, processor charges, taxes, reporting, support costs, and developer circumstances.
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| Route | Apple’s published EU commission | Practical distinction |
|---|---|---|
| Digital sale using Apple In-App Purchase | 26%; 15% for specified program participants and certain auto-renewing subscriptions after their first year. | Uses Apple’s in-app purchase system. Apple’s current EU terms specify the applicable rates and eligibility. |
| Alternative payment processor inside an app | 20%; reduced to 10% for specified program participants and qualifying subscriptions. | The developer takes on additional obligations, including tax and transaction reporting and customer support for the alternative purchase. |
| Actionable link to an out-of-app offer | 15% store services commission for certain offers; 10% in specified cases. It applies to sales made within seven days of a link tap. | This is a commission on qualifying linked sales, not a general charge on every external purchase or app install. |
| Covered digital transactions through an alternative marketplace, apps distributed through it, or Web Distribution | 5% Core Technology Commission. | Applies to specified digital transactions under Apple’s terms, not to every download. Apple describes a waiver for qualifying small marketplace operators on certain marketplace download or catalog-access charges. |
These rates are Apple’s published terms, not an independent comparison of total costs. The rates, exceptions, and responsibilities are set out in Apple’s EU developer terms and its marketplace guidance.
Payment choices shown in an app
An app may offer Apple In-App Purchase alongside an alternative payment method. When both are presented together, Apple’s guidelines require Apple In-App Purchase to be at least as prominent as the other choice. A developer that selects payment options must keep that choice for 12 months.
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For purchases made through an alternative payment flow, the developer—not Apple—is responsible for matters such as customer support, purchase history, refunds, and subscription management. Apple’s current guidance also says Kids category apps cannot provide website purchase offers; alternative purchase flows for children and teens require parental gates under the specified age rules. See Apple’s payment and child-safety requirements.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why is the European Commission involved?
The DMA requires designated technology companies to meet rules intended to make certain services more open to business users and competition. A central dispute between the Commission and Apple has concerned whether developers can tell customers about offers outside the App Store and direct them to make a purchase there.
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On April 23, 2025, the European Commission found Apple in breach of the DMA’s anti-steering obligation and imposed a €500 million fine. The Commission said developers should be able to inform customers about alternative offers outside the App Store, steer them to those offers, and allow purchases. Its finding concerned restrictions on developers’ ability to benefit from those alternatives; the fine was not consumer compensation. The Commission’s announcement is at Commission finds Apple and Meta in breach of the Digital Markets Act.
Apple appealed the decision. The Commission’s 2026 implementation report said the annulment action was pending when the report was written; it did not report a final court resolution. The report is available from the European Commission’s 2026 DMA report. Apple has described its EU changes as intended to preserve a secure user experience; that is Apple’s position, separate from the Commission’s enforcement finding.
What changed in Apple’s fees in 2026?
Apple’s unified EU developer terms took effect on October 1, 2026, following an update to the Apple Developer Program License Agreement on August 18, 2026. Apple says the unified terms replace the previous Core Technology Fee model with a Core Technology Commission for covered digital transactions outside the App Store, and remove the Initial Acquisition Fee and Store Services Fee that appeared in earlier terms. As a result, older 2024 fee explanations should not be treated as a description of the current schedule. The current terms are published on Apple’s EU app support page.
Quick Recap
What is not yet clear about the changes?
- The official materials cited here do not establish how many consumers use alternative marketplaces or website distribution.
- They do not establish a measured effect of the changes on app prices, security, or competition. It would be premature to claim that EU users have broadly switched stores or that prices have fallen or security has improved or worsened.
- Apple’s 2024 figure of more than 600 new APIs describes announced implementation work; it does not measure adoption or consumer outcomes.
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
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