Apple Confronts Surge of Alternative iOS App Stores in EU and Japan
Alternative iOS Marketplaces: New Choices, New Economics
Regulators have opened the door: the Digital Markets Act in the EU and Japan’s software competition reform created legal pathways for apps to appear outside Apple’s primary storefront. Companies and developers responded fast — a mix of game-focused, curation-led, corporate and open-source marketplaces launched or expanded to serve iPhone users under the new rules.
Apple adapted by requiring a platform integrity notarization step for apps distributed through third-party stores and by publishing new commercial terms that alter how app revenues and infrastructure costs get allocated. Those terms include a modest per-install levy for alternative marketplaces and revised commission bands in specific jurisdictions.
On the supply side, projects like AltStore PAL and Epic’s iOS storefront use varied models: AltStore emphasizes developer self-hosting of packages; Epic focuses on games and exclusives; Aptoide and Skich pitch open-source or discovery-differentiated experiences. Enterprise-focused marketplaces are also emerging to host internal corporate apps away from Apple’s public catalog.
Not every experiment stuck. A prominent subscription storefront paused operations in February 2026, citing the operational and contractual complexity created by the evolving terms. That closure highlights a steep commercial calculus for independent operators weighing developer acquisition, compliance and profit margins.
Payment models differ across providers: some pass Apple’s fees through to developers, others set commissions on in-app purchases, and a subset support both card networks and Apple Pay today with plans to add local payment rails. Marketplaces also vary in responsibilities for customer support, refunds and app review policy enforcement.
For consumers the change means more discovery variety — editorial collections, social discovery mechanics, curated playlists, and automatic updates — but also a fragmented distribution footprint where users must add sources or install alternative distribution packets to access non‑Apple catalogs.
Platform risk is real: Apple’s controls remain significant (device certification, notarization, and ecosystem services), so third-party stores must build parallel trust and security mechanisms to scale safely. Those operational burdens — from scanning for malware to managing refunds — are central to whether the new marketplaces grow beyond niche audiences.
Beyond the EU and Japan, other regulators are exerting pressure in complementary ways. The UK’s Competition and Markets Authority has extracted commitments from Apple and Google to make app review more transparent and to consider third‑party requests for access to previously restricted iOS capabilities. That move does not directly create alternate storefronts, but it lowers technical and policy barriers that independent marketplaces and developers rely on—for example, by making it easier to request APIs or entitlements needed for richer third‑party experiences.
Execution risk is uneven across jurisdictions. While the DMA and Japan’s reforms create explicit legal routes for multi‑store distribution, the practical impact of UK-style commitments depends heavily on implementation details, timelines and independent oversight. If regulators enforce clear, measurable rules, alternative marketplaces will have a firmer foundation; if commitments remain vague, entrants face arbitrary delays and operational uncertainty.
Over the next 6–12 months expect continued churn: more specialty stores will launch, some operators will retract or consolidate, and larger developers will test multi-store distribution to optimize fees and reach. The regulatory opening created options, but economics, technical guardrails, and the quality of enforcement across jurisdictions will decide which alternative marketplaces become durable rivals to Apple’s main App Store.
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