The European Union’s new Digital Markets Act (DMA) has opened the door to a wave of alternative app stores, offering consumers more choices beyond Apple’s App Store. This landmark regulation is designed to stimulate competition within the app ecosystem by allowing developers to create and distribute their own app marketplaces. Unlike Apple’s App Store, these alternative platforms operate independently, with their own app review processes and policies, although apps still need to meet basic platform integrity standards, such as being malware-free.
One of the key changes under the DMA is that alternative app store operators must adhere to Apple’s business terms for distributing apps in the EU. This includes a new Core Technology Fee of €0.50 for each first annual install of their marketplace app. Developers need to pay this fee even before reaching the 1 million install threshold that applies to other EU apps distributed under Apple’s DMA terms.
Despite these new regulations, several developers have embraced the opportunity to offer their apps outside of Apple’s ecosystem. Here are some of the alternative app stores that iPhone users in the EU can explore today:
AltStore PAL
AltStore PAL is the brainchild of Riley Testut, known for creating the Nintendo game emulator app, Delta. This officially approved app store in the EU is an open-source marketplace that allows independent developers to distribute their apps alongside AltStore’s own offerings. These include Delta and Clip, a handy clipboard manager.
What sets AltStore apart is its self-hosted approach. Developers upload an alternative distribution packet (ADP) to their server and create a “source” that users add to AltStore to access their apps. This means users only see the apps they’ve chosen to include. Some popular apps on AltStore include UTM, a virtual machine app for running Windows on iOS; OldOS, a nostalgic re-creation of iOS 4 built in SwiftUI; Kotoba, a stand-alone iOS dictionary; iTorrent, a torrenting app; qBitControl, a qBittorrent remote client for iOS; and PeopleDrop, a social discovery platform.
Setapp Mobile
MacPaw’s Setapp is a well-known name in the app world, and with the introduction of the DMA, it became one of the first to launch an alternative app store in the EU. Setapp Mobile offers a subscription-based service with a curated selection of apps for iOS users. Unlike many other platforms, Setapp Mobile’s apps are free from in-app purchases or ads, focusing on quality over quantity. However, you won’t find major apps like Facebook, Uber, or Netflix here.
Setapp Mobile is available to users on the “Power User” and “AI Expert” plans for free, or through a new “iOS Advanced” plan at €9.49 per month or €102.48 annually. For a limited time, all Setapp subscribers (except for “Family” and “Teams” plans) can try Setapp Mobile for free during its invite-only beta phase.
Epic Games Store
Epic Games, the creator of Fortnite, has taken advantage of the new regulations by launching its alternative iOS app store in the EU. Available since August 16, the store offers a range of games, including Fortnite, Rocket League Sideswipe, and Fall Guys, with more titles expected to follow.
Epic’s entry into the alternative app store space comes after a long-standing dispute with Apple that resulted in Fortnite being removed from the App Store. While U.S. courts ruled that Apple was not violating antitrust laws, the case highlighted the need for more competition and has contributed to the rise of alternative marketplaces like Epic’s.
Aptoide
Lisbon-based Aptoide is an open-source app store that has expanded into the iOS market under the DMA. Known for its Google Play alternative, Aptoide ensures its apps are safe and compliant with the new regulations. The iOS version of the Aptoide store is currently in invite-only beta, so users need to join a waitlist to gain access.
Aptoide is free to use, with the company covering the Core Technology Fee through a commission on in-app purchases, which ranges from 10% to 20%, depending on the source of the revenue. Aptoide’s platform, which spans Android, web, car, and TV apps, boasts over 1 million apps and a user base of 430 million.
Mobivention Marketplace
The Mobivention marketplace caters to businesses that need to distribute internal apps that aren’t suitable for public release on the Apple App Store. This B2B-focused app store allows EU companies to manage and distribute their corporate apps efficiently. Mobivention also offers customizable app marketplaces for companies that want to create a branded store specifically for their employees. For larger companies, Mobivention provides licensing options to further customize their app distribution platforms.
The introduction of the DMA has sparked a new era of competition in the app ecosystem, giving developers and consumers more choices and flexibility. With these alternative app stores, EU iPhone users can now explore a broader range of apps, while developers have new avenues to distribute their innovations outside the constraints of Apple’s App Store.
