The forthcoming modification, anticipated to occur sometime within the first six months of 2024, is set to revolutionize how customers access applications by eliminating the necessity to go through the App Store. This shift means that developers will no longer be obliged to pay Apple the customary fees, which range from 15% to 30%.
In a recent issue of his subscriber-based Power On newsletter, Mark Gurman revealed that Apple plans to roll out a "highly controlled system" specifically designed for users within the European Union. This system will facilitate the installation of apps from sources outside of the traditional App Store. In addition to this significant change, it's reported that Apple will undertake modifications to both the Messages and payment applications, likely through a targeted update to iOS 17 that caters to the localized requirements of the EU market.
Despite these changes, Apple has expressed concerns that allowing sideloading—the process of installing apps from outside the App Store—could potentially compromise the high standards of privacy and security that iPhone users have come to depend on. The company warns that this could expose users to a heightened risk of encountering malware, scams, unauthorized data tracking, and various other security threats. However, irrespective of Apple's reservations, the company is obligated to align with the Digital Markets Act (DMA) to avoid the risk of incurring fines that could escalate to as much as 20% of its global revenue, should it fail to adhere to the new EU regulations.
