iOS DMA sideloading primarily changes how apps are distributed in Europe: starting in 2024, an iPhone app can be distributed through an alternative store authorized by Apple, or even via direct web download in some cases. For a project, this opens up commercial options but also adds costs, as well as validation, security, and support requirements. It is not a free shortcut around the App Store.
iOS DMA Sideloading: What Has Really Changed in Europe
The Digital Markets Act, or DMA (European regulation on major gatekeepers), has been in effect since March 7, 2024, for certain designated services, including iOS and the App Store. The idea is simple: to reduce exclusive dependence on dominant platforms and give both users and publishers more choice.
Specifically, Apple must allow the distribution of iOS apps in the European Union through channels other than its App Store. The European Commission reiterated this on April 23, 2025: this includes third-party app stores and direct downloads from a developer’s website. Apple also announced on June 26, 2025, adjustments to its European rules and an updated user experience with iOS 18.6 and iPadOS 18.6 to install these apps or marketplace apps.
But the term “sideloading” is misleading. On Android, it often refers to installing an APK file obtained from another source. On iPhones in Europe, the situation isn’t entirely open: alternative app stores must be authorized, apps remain subject to notarization requirements (prior review), and Apple’s economic terms continue to exert influence.
Can you install hors App Store apps on an iPhone?
Yes, in the European Union, an iPhone user can install certain apps from an alternative app store authorized by Apple. There are real-world examples: Epic Games launched the Epic Games Store on iOS in the EU on August 16, 2024, noting that the DMA had made this launch possible. Epic also announced the availability of Fortnite, Fall Guys, and Rocket League Sideswipe via its mobile store and AltStore PAL.
AltStore PAL, on the other hand, is an official alternative store available only in the EU. In 2026, its download page lists requirements such as iOS/iPadOS 18.0+ and a European, Japanese, or Brazilian App Store account, depending on the regions displayed. Epic lists its store app for iPhone/iPad as available in the EU and Japan, with Brazil scheduled for later in 2026, and different requirements depending on the country.
For a business leader, the key considerations are therefore geographical and operational. If your app is primarily aimed at France, Germany, Spain, or Italy, iOS DMA sideloading may be part of your strategy. If your main market is the EU, the immediate benefit decreases significantly, as the rules do not apply uniformly across the region.
What is sideloading, in project terms?
Sideloading refers to installing an app outside of the usual official app store. On iOS, under the DMA, it’s more accurate to refer to this as regulated alternative distribution: users don’t simply download a random file; they go through an approved marketplace or, in accordance with Apple’s European rules, download the app from the developer’s website.
This point changes how risk is managed. A distributed app on the App Store remains associated with your brand, your customer data, and your GDPR obligations (the European General Data Protection Regulation, in effect since 2018). You must therefore treat this channel with the same level of seriousness as a traditional App Store release: security, legal notices, consent, support, and updates.
A common misconception is that alternative distribution allows you to release a fragile app more quickly. In reality, Apple still enforces notarization and pre-installation verification requirements for apps distributed through alternative marketplaces or developer websites in the EU. You can gain more commercial freedom, but you can’t do away with product discipline.
Fees, Timelines, and Terms: Key Figures to Keep in Mind
The financial aspect is one that many projects underestimate. To operate an alternative iOS marketplace in the EU, Apple requires that the operator be registered as an organization in the Apple Developer Program and meet its authorization criteria. The rules published in 2024 also require either a standby letter of credit for €1,000,000 or two consecutive years in the Apple Developer Program with an app that exceeded 1 million first-time annual installs in the EU the previous year.
In other words, creating your own iOS store isn't a realistic option for most small and medium-sized businesses. With that budget, it's better to invest in the product, security, customer acquisition, and support rather than in a distribution infrastructure that few users will understand at first.
For an app publisher, the situation is different. Apple’s alternative European terms stipulate a Core Technology Fee of €0.50 per first annual installation beyond one million installations over the previous 12 months. For niche or B2B apps, this threshold may never be reached. For a free consumer app that takes off quickly, however, the financial impact can become significant.
| iOS Distribution Option in the EU | Known cost or constraint | Realistic timeline from the project's perspective | Relevant Use Case |
|---|---|---|---|
| Apple App Store | Apple's Paid Developer Program, App Review Guidelines, Commissions Based on Business Model | 2 to 6 weeks to prepare a solid initial proposal | Wide audience, user trust, standard launch |
| Alternative Marketplace (autorized) | Apple Notarization, Alternative EU Terms, Core Technology Fee Above the Applicable Threshold | An additional 3 to 8 weeks, depending on integration, documentation, and testing | An already engaged community, specialty retailers, games, individual subscriptions |
| Create Your Own iOS Marketplace | A standby letter of credit for €1,000,000 or high credit and facility criteria | Several months, working with legal, security, payments, and supportort | Major publisher, media platform, player with a proven track record in Europe |
| Download from the developer's website | Apple Autorization, guided user experience, notarization requirements | To be assessed on a case-by-case basis; often takes longer than expected | Brand: forte, established customer base, proprietary channel |
In 2025, Apple also announced changes for the EU: an initial acquisition fee, store service fees, and the Core Technology Commission for certain transactions made via external links. Apple has indicated that it plans to transition by January 1, 2026, to a single model that replaces the Core Technology Fee with a Core Technology Commission for digital goods and services. These rules are evolving, so it is important to verify the terms at the time of pricing.
Oppor: Real-World Units for an iOS App—No Fantasy
The primary benefit of iOS DMA sideloading is strategic: reducing dependence on a single distribution channel. A company that already has a community, a strong brand, or a direct relationship with its customers may consider a parallel distribution channel, particularly to test business models that are less suited to the App Store.
This is particularly true for certain games, subscription services, professional tools, or content catalogs. Epic Games is the most prominent example of this, with its comprehensive ecosystem approach. But this model requires significant marketing clout: users must understand why they should install a marketplace, accept the extra steps involved, and trust the source.
In the projects we work on, we often find that the real obstacle isn’t technical, but behavioral. Every additional step in the installation process reduces the conversion rate. An unknown app, with no brand recognition or immediate benefit, will struggle to convince a user to deviate from their usual App Store experience.
For an SME, a sensible approach often looks like this: keep the App Store as the primary channel, then explore an alternative distribution channel if it meets a specific objective. For example, serving a highly engaged European community, offering a professional version with a specific payment model, or mitigating certain commercial constraints. The opposite approach—starting with the Store app to “avoid Apple”—is rarely profitable.
Technical Risks, Safety, and User Support
The more distribution channels there are, the more complex the process becomes. You need to know which version the user has installed, from which source, on which iOS system, and how to push updates to them. A versioning error (managing version numbers) can quickly lock out customers or cause discrepancies in functionality.
Security deserves special attention. An app distributed through other channels can become a target for phishing (fake installation pages), brand impersonation, or fraudulent downloads. Your website, emails, and help pages should clearly guide users to the correct source. A Mobile Pre-Publication Security Checklist remains relevant, even if the app isn't available exclusively through the App Store.
APIs (interfaces that allow the app to communicate with your servers) should not be overlooked. As an application becomes more widely distributed, exposed endpoints, access tokens, rate limits, and abuse detection become increasingly critical. The most costly vulnerabilities are often on the server side, as illustrated by the topic of the Mobile API Security.
Another often-overlooked but costly aspect: support. Preparing screenshots, error messages, a help page, and an uninstallation guide takes time. Expect it to take anywhere from a few days to two weeks to produce comprehensive documentation—and even longer if you’re supporting multiple countries and languages.
When to Choose the Store App, an Alternative Store, or Both
Your decision should be based on your market, not on regulatory developments. If your app targets a broad audience and trust is key, the App Store remains the easiest channel to explain. It benefits from established user habits, integrated payment, and an update mechanism that users are familiar with.
An alternative store becomes an attractive option if it offers you a measurable benefit: lower acquisition costs, a direct connection with a community, more favorable terms, or the ability to distribute content that is difficult to monetize in the App Store. Honestly, this approach is only justified if the expected benefit exceeds the cost of user onboarding.
From the agency’s perspective, the standard approach is to model three scenarios before making a decision: App Store alone, App Store plus an alternative channel, and then the alternative channel as the primary option. We compare development costs, Apple fees, support, the expected installation rate, and legal risk. When choosing a tech stack, approaches such as Kotlin Multiplatform to share some of the code may also factor into the equation if Android and iOS move forward together.
Prototyping remains a useful way to gauge user acceptance before making a significant investment. On iOS, product teams often use SwiftUI to quickly validate screens and user flows; the evolution of the ecosystem, for example around SwiftUI prototypes following Apple's acquisition of Play, shows that design speed is becoming a real advantage. But a prototype doesn't solve the issues of distribution, costs, or support.
Final verdict: ASO (App Store Optimization, or optimizing visibility in app stores) isn’t going away. If you stay on the App Store, internal SEO still matters. If you add an alternative marketplace, you’ll also need to consider web pages, help content, brand reputation, and store acquisition, with the same standards for clarity as in traditional SEO.
Defining the scope of this type of project early on helps avoid most unpleasant surprises: changing costs, a user interface that’s too complex, underestimated security risks, or forgotten support features. Above all, an outside perspective helps translate a regulatory possibility into a costed product decision.
FAQ on iOS Sideloading and DMA
Is iOS DMA sideloading available in France?
Yes, France is part of the European Union, so the European rules on alternative iOS distribution apply there. However, users must comply with the requirements of the relevant marketplace or download method.
Can an hors App Store app bypass Apple's review process?
No. Apple imposes notarization and verification requirements for apps distributed through alternative app stores or developer websites in the EU. The validation process changes; it does not disappear.
Is it realistic for a small or medium-sized business to create its own alternative iOS store?
In most cases, no. The requirements published by Apple—including a standby letter of credit for €1,000,000 and stringent criteria regarding track record and facilities—limit this option to companies that are already well-established.
Does DMA automatically reduce the costs of an iOS app?
Not exactly. Commissions may vary depending on the model, but you have to factor in applicable Apple fees, support, documentation, security, and user training. The calculation must be done on a case-by-case basis.
Should an iOS app be published exclusively through an alternative app store?
It’s rarely the best first choice. For an app without a specific purpose, the App Store is often more effective; an alternative distribution channel becomes relevant only if it serves a clear business objective.