The app distribution landscape is changing as regulators open the door to competition beyond Apple’s App Store. In the EU, the Digital Markets Act (DMA) now allows alternative app marketplaces on iPhones. Apps in these stores do not go through Apple’s App Review but must pass a notarization process to meet “baseline platform integrity standards,” including being malware-free. Each store sets its own approval policies and handles support and refunds independently.
Developers running alternative marketplaces in the EU must accept Apple’s DMA business terms. This includes a Core Technology Fee of €0.50 for each first annual install of their marketplace app, even before crossing 1 million installs.
In Japan, Apple confirmed compliance with the Mobile Software Competition Act (MSCA) in December 2025. Developers can distribute apps and process payments outside the App Store under revised terms. These include a 10 percent to 21 percent commission, a 5 percent in-app purchase processing fee, a 5 percent core technology fee, and a 15 percent store services commission on web sales via in-app links.
Several alternative stores have emerged:
- AltStore PAL (EU): Created by Riley Testut, it allows self-hosted apps. Users add sources manually. Popular additions include UTM, OldOS, Kotoba, iTorrent, qBitControl, and PeopleDrop.
- Setapp Mobile (EU – closed Feb. 16, 2026): Launched by MacPaw under DMA terms, it offered curated subscription-based apps but shut down, citing complex and evolving rules.
- Epic Games Store (EU): Launched in August 2024, offering Fortnite, Rocket League Sideswipe, and Fall Guys. It followed Epic’s long-running dispute with Apple.
- Aptoide (EU): A Lisbon-based open source marketplace. It charges 10 percent to 20 percent commission on in-app purchases and serves over 430 million users across platforms.
- Mobivention (EU): A B2B-focused store for distributing internal corporate apps.
- Skich (EU): A gaming-focused marketplace with a swipe-based discovery model and 15 percent commission.
- Onside (EU and Japan): Available since February 17, 2026, offering lower developer fees and supporting Apple Pay and bank cards.
These platforms signal a shift toward diversified app distribution models.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream LinkedIn | The Mainstream Facebook | The Mainstream Youtube | The Mainstream Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.
