For many years, a number of iPhone users have wished that they could download non-App Store apps to their phones. You’re able to do that on macOS, but Apple has not allowed the same on iOS and iPadOS. Until now, that is…
… At least in the EU.
Upon releasing iOS 17.4 in March 2024, Apple officially enabled app sideloading for users in over 20 European countries. Rumors had spread that the company would allow this at some point, mainly for the purpose of complying with regulatory changes.
Today, we’ll cover everything you need to know about sideloading in iOS 17.4. Expect to learn whether the feature is available outside the EU, where you can get third-party apps from, and what these changes might mean for apps already in the App Store for various EU countries.
Why Is Apple Allowing European iOS Users to Download Apps From Third-Party Sources?
Apple has opted to enable app sideloading to comply with the recently-implemented Digital Markets Act, which will be applicable across all 27 EU member states. The legislation’s main aim is to create a fairer business environment where others can compete with the major tech companies. As the European Commission says:
“Some online platforms act as “gatekeepers” in digital markets. The Digital Markets Act aims to ensure that these platforms behave in a fair way online.”
The act is also not meant to kick big players out of the game, but instead to give more of an equal opportunity to others:
“Gatekeepers will keep all opportunities to innovate and offer new services. They will simply not be allowed to use unfair practices towards the business users and customers that depend on them to gain an undue advantage.”
Although the Digital Markets Act was implemented in November 2022 and came into effect in May 2023, qualifying businesses had until March 6th, 2024 to comply with the new regulations. Apple released iOS 17.4 not long before that deadline.
What Is the Digital Markets Act, and Are There Any Benefits?
The Digital Markets Act is the EU’s legislation that aims to create a more innovative online business environment and offer consumers more of a choice over where they get their products and services from. It will mainly impact the largest tech companies that operate within the bloc. Tech businesses with a minimum market value of €75 billion (c.$81.6 billion in USD) need to comply with the Digital Marketing Act once they have at least 45 million customers in the EU.
The consequences of not complying with the Digital Markets Act are huge. If a company violates the legislation, it’ll receive a fine of up to 10% of its global yearly turnover. Repeat offenders face a 20% penalty.
What Are the Potential Benefits of the Digital Markets Act?
The European Commission has claimed that the Digital Markets Act will have multiple benefits beyond solely improving competition. Two particularly notable points to look at are:
“Consumers will have more and better services to choose from, more opportunities to switch their provider if they wish so, direct access to services, and fairer prices.”
“Innovators and technology start-ups will have new opportunities to compete and innovate in the online platform environment without having to comply with unfair terms and conditions limiting their development.”
Will Apple Roll Out These Sideloading Changes to Non-EU Countries?
It remains to be seen if Apple will roll out its iPhone and iPad sideloading changes to non-EU countries. However, we need to consider the fact that the company has — for a long time — not welcomed the idea of users having to download iOS and iPadOS apps away from the App Store. So, if you’re based in the US or Canada, you probably shouldn’t expect this feature to come to your devices anytime soon. The only way that’ll likely occur is if governments in those countries pursue similar laws; ditto for the UK.
Apple has also reported that users will lose access to app sideloading if they leave the EU for more than 30 days. Once that 30-day period is up, you have to return to the EU before you can update your apps or use alternative app stores. However, you can still use them if they’re downloaded on your phone.
Is iPhone App Sideloading Really a Good Idea?
The Digital Markets Act could have lots of benefits for customers. Before recent iOS updates, it was very difficult to fully customize your iPhone. And while users now have more options than before (e.g. screen customization), this is another step in the right direction.
When it comes to app innovation, we might see lots of exciting new players come onto the scene via alternative app stores. Moreover, we may see some apps already on the App Store in EU countries go elsewhere (we’ll talk more about this in the next section).
However, it’s important that we don’t ignore the potential challenges that may come with iPhone sideloading. For example, security threats could become more commonplace. So, if you’re going to download apps from alternative marketplaces, it’s up to you to do your own due diligence in advance.
What Do These Changes Mean for Apps Already in the App Store?
It remains to be seen how companies with apps already in the iOS App Store react to these new changes in iOS 17.4. Previously, they had no choice but to be on the App Store. Now, however, they’re more free to pick somewhere else if they prefer.
One possible big mover is Spotify. Apple and the Swedish streaming service haven’t had the best of relationships recently, with the feud mainly relating to the App Store. As reported by Reuters, Apple was ordered to pay a $2 billion fine by the European Commission in 2024. This stemmed from a complaint that Spotify made in 2019 about users’ options and is the third-largest financial penalty imposed in the EU for antitrust law breaches.
“Today, the European Commission announced a decision claiming the App Store has been a barrier to competition in the digital music market. The decision was reached despite the Commission’s failure to uncover any credible evidence of consumer harm, and ignores the realities of a market that is thriving, competitive, and growing fast.
“The primary advocate for this decision — and the biggest beneficiary — is Spotify, a company based in Stockholm, Sweden. Spotify has the largest music streaming app in the world, and has met with the European Commission more than 65 times during this investigation.”
Apple continued by saying:
“Today, Spotify has a 56 percent share of Europe’s music streaming market — more than double their closest competitor’s — and pays Apple nothing for the services that have helped make them one of the most recognizable brands in the world. A large part of their success is due to the App Store, along with all the tools and technology that Spotify uses to build, update, and share their app with Apple users around the world.”
Apple argued that Spotify doesn’t pay Apple a cut for App Store purchases, while also saying that it flew team members to the company’s headquarters in Stockholm. The company argued that “free isn’t enough for Spotify” and claimed that the Swedish audio streaming service wants to “bend the rules in their favor by embedding subscription prices in their app without using the App Store’s In-App Purchase system. They want to use Apple’s tools and technologies, distribute on the App Store, and benefit from the trust we’ve built with users — and to pay Apple nothing for it”. Apple also said that it will appeal the decision.
Factoring in all of the above, it would not be a surprise to see Spotify look elsewhere than the App Store. However, much of it depends on whether the company thinks the investment of leaving would be worthwhile and whether the alternative app stores are viable. If Spotify did leave, others could potentially follow suit.
What Else Should I Know About Sideloading on My iPhone?
Apple has said that EU-based users “can install an alternative app marketplace on iPhone by downloading it directly from the website of the alternative app marketplace developer”.
Apple also mentioned that even if apps aren’t available on the official iPhone App Store, they will still need to complete the company’s Notarization steps. These ensure that programs are safe to download. Despite this, Apple also placed the responsibility on those alternative app stores to determine whether apps are safe to use.
One interesting thing to note is that Apple has said that it can’t take responsibility for “concerns with app quality, safety, and content” on alternative app stores. The company also said that it’s unable to help with the following:
“Privacy and security questions about apps listed on alternative app marketplaces – including violations of user data privacy as well as scams, fraud and abuse”
“Purchases and payments made via an alternative app marketplace or its apps – including the security of your stored payment methods with that marketplace, ensuring orders for digital goods and services are fulfilled, managing or cancelling subscriptions, or refunds for purchases”
Keep an eye out over the coming months for alternative app stores where you can download sideloaded apps for your iPhone. We’ll be sure to keep you updated when we’ve tried the different options out there.
How to Get iOS 17.4
Once you’ve downloaded iOS 17.4, you’ll be able to explore alternative app stores to download your apps. The process is exactly the same as downloading any other iOS update on your phone:
Go to Settings > General > Software Update.
When an update becomes available, select Update Now.
Wait for your iPhone to update to iOS 17.4; your device may start a few times during this process.
Users Could Finally Get the Customization They Want, But Will it Make a Difference?
The possibility of being able to sideload apps in iOS 17 is undoubtedly exciting for many iPhone users, and it’ll be interesting to see whether Apple decides to go down this route during the fall. But at the same time, it’s important that if it does, key issues that could arise are looked after.
The EU’s new laws will likely impact other major tech companies operating within the space, too; we’ll have to wait and see what they do to ensure that they remain compliant in 2024 and beyond.
Danny has been a professional writer since graduating from university in 2016, but he’s been writing online for over a decade. He has been intrigued by Apple products ever since getting an iPod Shuffle in 2008 and particularly enjoys writing about iPhones and iPads. Danny prides himself on making complex topics easy to understand. In his spare time, he’s a keen photographer.
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