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Apple expands EU app store alternatives with new installation features

Apple introduces streamlined web marketplace installation and revised developer terms for European Union users starting with iOS 18.6 update.

Luis Rijo

• 6 min read
iOS 18.6 EU marketplace installation flow showing Apple's new streamlined web-based app store setup process
iOS 18.6 EU marketplace installation flow showing Apple's new streamlined web-based app store setup process

Apple announced on June 26, 2025, significant updates to its European Union app distribution framework, introducing enhanced web-based installation capabilities for alternative marketplaces and individual applications. The changes respond to continued Digital Markets Act compliance requirements established by the European Commission.

The updated user experience, launching with iOS 18.6 and iPadOS 18.6, simplifies the process for installing alternative app marketplaces directly from developer websites. According to Apple's developer documentation, users will encounter a streamlined installation flow that requires fewer confirmation steps compared to previous implementations. First-time installations from a particular developer will present an initial authorization sequence, while subsequent installations from the same developer will utilize an abbreviated process.

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Who: Apple Inc. announced changes affecting app developers and European Union users of iOS and iPadOS devices.

What: Enhanced web-based installation capabilities for alternative app marketplaces and individual applications, plus revised business terms transitioning from Core Technology Fee to Core Technology Commission structure.

When: Announced June 26, 2025, with iOS 18.6 implementation, API launch later in 2025, and business terms transition January 1, 2026.

Where: Changes apply exclusively to European Union member countries as part of Digital Markets Act compliance requirements.

Why: European Commission Digital Markets Act mandates alternative app distribution methods and payment systems to increase competition in digital marketplaces dominated by major technology platforms.

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Web-based app installation capabilities represent another significant enhancement. The new framework allows developers to distribute individual applications directly from their websites without requiring users to navigate through traditional marketplace structures. According to the documentation, this functionality maintains Apple's notarization requirements while providing developers with direct distribution channels.

Apple plans to introduce an application programming interface later in 2025 that will enable developers to initiate downloads of alternatively distributed applications from within their existing apps. This feature addresses developer requests for cross-promotional capabilities while maintaining security protocols. The API will allow developers to promote their alternative marketplace offerings or web-distributed applications directly to users already engaged with their primary applications.

The announcement coincides with substantial revisions to Apple's European Union business terms. Beginning January 1, 2026, Apple will implement a unified business model for all developers operating in the EU market. This transition eliminates the current Core Technology Fee structure in favor of the Core Technology Commission framework, which applies specifically to digital goods and services transactions.

Under the revised terms, applications that communicate and promote offers for digital goods or services become subject to new fee structures. These include an initial acquisition fee, store services fee, and for applications utilizing the StoreKit External Purchase Link Entitlement EU Addendum, the Core Technology Commission. According to Apple's documentation, the Core Technology Commission reflects ongoing investments in development tools, technologies, and services that enable application creation and distribution.

Music streaming applications operating within the European Economic Area can access enhanced promotional capabilities through the Music Streaming Services Entitlement framework. These applications can leverage the expanded communication and promotion options for external offers, potentially improving user acquisition and retention strategies.

The implementation addresses European Commission requirements under the Digital Markets Act, which mandates alternative distribution mechanisms for applications and payment systems. Apple's previous compliance efforts established foundational changes to iOS and iPadOS functionality, while these latest updates expand upon those initial modifications.

The new terms specifically allow developers to communicate offers for purchases available through alternative channels, including websites, alternative app marketplaces, or other applications. Promotional content can be accessed outside the application or within the application through web views or native experiences. According to the updated guidelines, developers can include actionable links such as tappable, clickable, or scannable elements directing users to external destinations.

Security considerations remain central to Apple's implementation strategy. All alternatively distributed applications must undergo Apple's notarization process, which screens for malware and security vulnerabilities. The process maintains compatibility with existing security frameworks while accommodating new distribution methods required by European Union regulations.

The changes affect all developers with applications available in European Union storefronts, regardless of their geographical location. Even developers who do not currently distribute applications in the EU must declare trader status to maintain compliance across territories. This requirement stems from the Digital Services Act, which mandates transparency in business entity verification for digital marketplace operators.

For marketing professionals, these updates create new opportunities for user acquisition and engagement strategies within the European market. The ability to promote external offers directly within applications may reduce customer acquisition costs by circumventing traditional app store commission structures. Companies can now design integrated marketing campaigns that seamlessly direct users between different purchasing environments.

The web distribution capabilities particularly benefit subscription-based services and software-as-a-service applications. These business models can now establish direct customer relationships without intermediary platform constraints, potentially improving customer lifetime value metrics and reducing churn rates associated with platform policy changes.

Application developers must balance the new promotional freedoms with user experience considerations. The ability to include external links and promotional content requires careful design implementation to maintain application functionality while leveraging marketing opportunities. Developers should consider A/B testing different promotional approaches to optimize conversion rates across various user segments.

The timeline for implementation provides developers with structured preparation phases. iOS 18.6 and iPadOS 18.6 will deliver the initial web marketplace and application installation capabilities. The forthcoming API for cross-application promotion will arrive later in 2025, followed by the business terms transition on January 1, 2026.

Applications currently operating under the Alternative Terms Addendum for Apps in the EU continue under existing Core Technology Fee arrangements until the full transition implementation. The gradual transition approach allows developers to adapt their technical infrastructure and business operations without disrupting existing user relationships.

The announcement builds upon Apple's broader Digital Markets Act compliance initiatives. Previous modifications to external purchase link policies demonstrated Apple's incremental approach to regulatory compliance while maintaining platform security standards.

Industry analysts suggest these changes may influence similar regulatory frameworks in other regions. The European Union's Digital Markets Act has already inspired comparable legislation discussions in several countries, potentially extending Apple's implementation approach beyond European boundaries.

The updated installation processes incorporate user education components designed to inform users about alternative marketplace operations and security considerations. According to the documentation, users will receive information about the differences between App Store distribution and alternative marketplace distribution, including variations in review processes and security protocols.

Technical implementation requires developers to maintain compatibility with both traditional App Store distribution and alternative distribution methods. This dual-track approach necessitates additional development resources but provides flexibility for market testing and user preference accommodation.

The Core Technology Commission structure reflects Apple's attempt to maintain revenue streams while complying with regulatory requirements. The commission applies to digital goods and services sold through any distribution method, whether App Store, web distribution, or alternative marketplaces. This approach ensures consistent fee application regardless of distribution channel selection.

For European Union users, the changes represent expanded choice in application acquisition and payment processing. The streamlined installation processes reduce friction associated with alternative marketplace adoption, potentially increasing competition among platform providers and application developers.

The announcement follows significant regulatory enforcement actions against major technology companies for Digital Markets Act violations. Apple's proactive approach to compliance appears designed to avoid similar enforcement measures while maintaining operational flexibility within European markets.

Developer feedback mechanisms remain available through Apple's standard consultation processes. The company continues accepting input on implementation details and technical specifications through its developer support channels and consultation appointments.

The transition to unified business terms simplifies the current complex fee structure that varies based on distribution method and developer agreement type. Starting January 1, 2026, all developers will operate under consistent terms regardless of their previous agreement arrangements or distribution preferences.

Application security protocols undergo continuous refinement to address alternative distribution challenges while maintaining user protection standards. The notarization process adapts to accommodate web-distributed applications while preserving malware detection and privacy protection capabilities.

Marketing compliance requirements extend beyond technical implementation to include disclosure obligations for promotional content and external offer communication. Developers must ensure their promotional practices align with both Apple's updated guidelines and relevant European Union consumer protection regulations.

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