In a scramble to sidestep penalties that could soar into the billions, and with Brussels regulators watching closely, Apple has agreed to let Europeans download iPhone apps from outside its own App Store.
With just hours left before an EU compliance deadline, the company said residents of the 27-nation bloc will soon be able to grab apps from rival marketplaces or straight off a developer’s website. The change rolls out later this year with iOS 18.6 and iPadOS 18.6, and also lets users set a different browser engine and choose a third-party wallet at checkout.
For everyday EU iPhone owners, that means the download button could pop up in more places than just Apple’s storefront. After you select the new setting, iOS shows a one-time permission sheet confirming you’re leaving Apple’s marketplace. The app then passes a quick notarization scan meant to weed out malware. Apple notes that off-store downloads work only inside the EU, and disappear if you stay outside the bloc for more than 30 days.
Cost to developers
Developers do gain fresh distribution freedom, but there’s a price tag. A new two-tier Store Services fee asks for 5% of outside sales in exchange for basic services like app reviews and support in what’s called Tier 1, or 13% for the full bundle of perks, including automatic updates and App Store promotions in Tier 2.
Apple will take a 5% “Core Technology Commission” on any purchase made outside its own payment system. That new cut will phase out the current €0.50-per-download fee and become the sole charge across the EU when a unified pricing model arrives on Jan. 1, 2026.
Apple insists “more than 99%” of devs will pay the same or less under the revamped math.
Why now?
In April, the European Commission fined Apple €500 million ($585 million) for blocking developers from steering users to cheaper payment options, and warned that daily penalties of up to 5% of global revenue could follow if it failed to comply.
Throughout the back-and-forth, Apple has accused the commission of “moving the goalposts” on what counts as compliance, with a spokesperson saying the company has invested “hundreds of thousands of hours” to meet the EU’s evolving demands.
Epic Games CEO Tim Sweeney blasted the 5% tier as a “malicious compliance scheme” that “makes a mockery of fair competition.”
If regulators decide Apple still hasn’t gone far enough, the iPhone maker could face steeper sanctions, or even be forced to separate its App Store business.
