iPhone users in some countries now have the ability to download apps outside of the App Store. Yes, that's right, Apple has finally succumbed to pressure from EU regulators, opening up iOS to third-party websites and allowing users to download apps from there.
The new iOS 17.5 beta 2 version is the clearest sign of upcoming changes for iPhone users, but only if you live in one of the EU countries. Apple has made it pretty clear that they don't need to open up access to iOS for third-party apps and developers in all of their markets.
So the iOS 17.5 beta 2 version will look and run differently in non-EU countries. The ability to download apps from websites on iPhones will be interesting to developers like Epic Games, who have stayed away from the App Store because they don't like Apple's commission on apps hosted on the platform.
This feature is called Web Distribution, which allows developers to connect iPhone users directly through their websites. But Apple won't give developers an easy route to connect iPhone users to their websites. The company has created guidelines and terms that developers who sign up for Web Distribution must follow. They must pay a core technology fee of 0.50 euros (approx. 4.5 kr) for each app install that exceeds a certain limit within 12 months.
Apple has also created an App Store Connect that will consist of websites the company deems safe to allow iPhone users to download apps. Apple has always been excited about the control they have over iOS, macOS, watchOS and the entire ecosystem.
The EU decision has clearly taken them out of their comfort zone, but the company has found other ways to maintain its authority. This is unlikely to go down well with developers, and regulators will be keeping a close eye on how these changes develop in the coming months.