Apple opens alternative app stores in EU and Japan

Apple has been forced to allow alternative app marketplaces in the European Union and Japan due to regulatory mandates. These include the Digital Markets Act (DMA), an EU regulation designed to foster increased competition in the app ecosystem, and the Mobile Software Competition Act (MSCA), a Japanese regulation regarding app distribution and payments. Under these rules, people in the European Union are permitted to access alternative app stores. However, apps on third-party marketplaces must undergo a notarization process. Apple states this process is required to ensure apps meet some baseline platform integrity standards, such as being malware-free.

Operating these stores requires developers to accept Apple’s alternative business terms. In the EU, this includes paying a Core Technology Fee of €0.50 for each first annual install of the marketplace app, which applies even before reaching the 1 million installs threshold. In Japan, where Apple announced compliance with the MSCA in December 2025, developers must accept terms that include a reduced App Store commission of 10% to 21%, a 5% payment processing fee for Apple in-app purchases, a 5% core technology fee, and a 15% store services commission on web sales made through an in-app link.

While a handful of developers have distributed apps outside of Apple’s ecosystem, some have found the transition difficult. MacPaw sunsetted its Setapp Mobile service in the EU on February 16, 2026, citing “still-evolving and complex business terms that don’t fit Setapp’s current business model” as the reason. However, several other alternative marketplaces are active or expanding:

• AltStore PAL (EU): An approved, open-source marketplace where apps are self-hosted by developers using an alternative distribution packet (ADP).
• Epic Games Store (EU): Launched in August 2024, allowing users to download games like Fortnite. The launch followed Epic’s legal challenge to Apple’s alleged App Store monopoly. Although U.S. courts decided Apple was not engaged in antitrust behavior, the litigation allowed developers to link to their own websites.
• Aptoide (EU): An open-source game store that launched as an invite-only beta in June 2024. It takes a commission on iOS in-app purchases and offers 1 million apps to over 430 million users across all platforms.
• Mobivention (EU): A B2B-focused marketplace that allows companies to distribute internal corporate apps to employees.
• Skich (EU): A marketplace featuring a swipe-to-match interface that takes a 15% commission on purchases.
• Onside (EU and Japan): An alternative store that became available in Japan on February 17, 2026, offering lower developer rates and support for bank cards and Apple Pay.

Why it matters

The Digital Markets Act (DMA) and Mobile Software Competition Act (MSCA) have forced Apple to allow alternative app marketplaces in the EU and Japan, creating new distribution and payment options for developers.