Apple’s big changes to iOS and App Store explained – 7 things you need to know

Apple’s App Store and iPhone apps have remained largely unchanged since they launched in 2008. The process was simple; you discover an app you like, tap the App Store icon on your phone or tablet and download it.

But some new regulations mean Apple is forced to open up that system for the first time – at least in the EU. Starting in March, with the release of iOS 17.4, Apple will let EU residents download and sideload apps from alternative app stores. And that’s just the beginning of some very important changes coming to iOS and the App Store.

What does this all mean for the iPhone and your favorite apps? Will Apple bring these changes to other regions? And does it really make iOS less secure? Below we’ve listed everything you need to know about the many knock-on effects of the EU’s Digital Markets Law (DMA).

Apple is clearly not happy with the changes it has had to make. In its official announcement, Apple said the iOS changes “open new avenues for malware, fraud and scams, illegal and harmful content, and other privacy and security threats,” which it is working to mitigate with new protections and safeguards.

Of course, no one will be forced to use non-Apple app stores or sideload apps. But if you want to explore the idea and are wondering if there’s a way you can try the new features from outside the EU, we’ve explained what it all means here.

1. The changes will happen in March – and only in the EU

Third-party app stores and app sideloading will arrive on iPhones in the EU in March as part of iOS 17.4. The beta version of iOS 17.4 is now available to developers, but the full version is still a few months away.

These EU-specific changes will only be available in the region 27 Member States, which does not include Great Britain. So if you live in the US, UK or Australia, nothing has changed for now.

However, there is a similar bill to the EU’s Digital Markets Act currently by the British Parliament. This move will likely spark discussion in other regions as well, with the announcements giving all iPhone users a glimpse of some changes that could eventually go global, much like the introduction of USB-C on the iPhone 15.

2. It’s the dawn of alternative app marketplaces

Apple may open the App Store in the EU, but wants to keep the name to itself. Instead, it calls the incoming third-party app stores “alternative app marketplaces.” But whatever the semantics, the reality is the same: Starting in March, iPhone users in the EU will be able to download from new app stores and even set it as their default choice in Settings.

We’ve already seen the first of these app stores make their moves, with the AltStore confirming that it plans to be one of the first marketplaces. If approved (Apple will still authorize new marketplaces), it could offer apps that don’t meet Apple’s own App Store guidelines.

Some examples include Delta (a Nintendo game console emulator) and UTM, a virtual machine that lets you run Linux, Windows, and more on iOS. Apple says these new options for developers “bring new risks,” but there are protections in place in iOS 17.4 – including a process of reviewing all apps (regardless of their app store origin) that “will be a combination of automated checks and human review”.

3. It’s big news for iPhone gaming

It’s not just iPhone users in the EU who will immediately feel the impact of the changes to Apple’s App Store. In a major global repercussion, Apple is now allowing game streaming services to become available on the App Store around the world. That’s big news, because previously you could only access this on iOS via a web browser.

The news opens the doors to services like Xbox Cloud Gaming, GeForce Now and Amazon Luna becoming available on your iPhone. And unlike most of the other changes on this list, starting today that will be the case no matter where you live in the world.

An added bonus for EU residents is that the incoming support for third-party app stores is the Epic Games Store returns to iOS “this year”. This means Fortnitewhich hasn’t been on the iPhone since 2020 when Apple booted it from the App Store, could now return – although the historic frostbite between Epic and Apple could yet thwart that.

4. iPhone web browsers will also change

Currently, Apple only allows web browsers that use the Safari WebKit engine on the iPhone. But that’s now about to change in the EU – and it could have global implications for iOS web browsers.

iOS 17.4 will allow browser apps in the EU to use search engines other than Apple’s WebKit from March. This means, for example, that Chrome and Firefox will soon be able to offer updated iPhone experiences that better match their desktop experiences in terms of speed and extensions.

While this will initially only be the case in the EU, increased competition could force Apple to innovate harder in Safari on a global level, especially as iOS 17.4 will also offer EU users a splash page that lets them can choose a different default browser (such as Chrome, Firefox, Opera and Edge). In theory, that’s good news for iPhone browsing all around.

5. There won’t be any major apps that are free for all

The iPhone may get third-party app stores and sideloading in the EU, but Apple has retained a significant amount of control over apps and developers. In other words, don’t expect apps to become drastically cheaper or change dramatically overnight.

For starters, alternative app stores and the apps they offer will still have to go through an approval process similar to that for Mac apps. Additionally, Apple is introducing a new pricing structure for apps listed on these non-Apple ‘app marketplaces’ – and this could deter many developers from taking the plunge.

While developers will avoid Apple’s traditional 30% cut (now reduced to 17%) by making their app available outside the App Store, there is a significant hurdle for popular apps. Any app that gets more than a million installs per year will have to pay Apple a fee of €0.50 each install more than that million every year.

Apple claims this will only affect 1% of app developers in the EU, but it could still convince many (especially freemium app makers) to stay within the safe, predictable confines of the official App Store .

6. Mobile payments will see a shake-up in the EU

Another concession Apple has had to make to the pesky EU is giving third-party banking and wallet apps access to the iPhone’s NFC capabilities. Currently, only Apple Pay and its Wallet app can use NFC for payments on the iPhone. But starting with iOS 17.4 in March, there will be other tap-to-pay options – at least in the EU.

In that area you can set a default app to activate when you hold your iPhone near an NFC terminal or double-tap the side button. While that sounds like a win for consumers in theory, it could also lead to a situation where banks withdraw their Apple Pay support in favor of you moving towards a range of competing apps. This is one where it’s best to look from the outside.

7. You cannot pretend to be an EU-based iPhone owner

If you don’t live in the EU but would like to try out some of those alternative app stores, can’t you just change your iPhone region or use a VPN? Probably not, as Apple seems to have created a strict new system of checks to make sure you’re actually in the EU.

As noted by 9to5Mac, a new system (which has been dormant in the iPhone since iOS 16.2) will combine several checks to see if a device is eligible for new app ‘marketplaces’ and sideloading. These include your Apple ID billing address, your current location (the country, rather than your exact location), your current region set in Settings, and the device type.

By comparing all these things against the list of eligible countries, Apple will seemingly prevent non-EU iPhone owners from getting a taste of the changes it has reluctantly introduced. Theoretically, the range of controls should also prevent problems that could arise from, for example, an iPhone owner traveling from the EU to the US.

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