iPhone users in the European Union and Japan can now access a range of alternative app stores, a direct result of new antitrust regulations designed to break Apple's control over iOS software distribution. The Digital Markets Act (DMA) in the EU and Japan's Mobile Software Competition Act (MSCA) have compelled Apple to permit third-party marketplaces, though under a new and complex fee structure.
To distribute an alternative marketplace, developers must accept Apple's new business terms, which include a Core Technology Fee. In the EU, this is €0.50 for each first annual install of the marketplace app itself, even before reaching the 1 million install threshold applied to other apps. In Japan, the terms involve a reduced App Store commission of 10% to 21%, a 5% payment processing fee, and a 5% core technology fee.
Pioneering Stores Face Hurdles
Several developers have launched stores despite the challenges. Co-created by Riley Testut, developer of the Delta emulator, AltStore PAL is an open-source, officially approved marketplace in the EU. It operates on a self-hosting model where users add "sources" to access specific apps, such as the virtual machine app UTM and the torrenting app iTorrent.
MacPaw's Setapp mobile store was among the first to launch in the EU but announced its shutdown for February 16, 2026, citing Apple's "still-evolving" and complex business terms as the reason. Its subscription-based model offered dozens of curated, ad-free apps.
Gaming and Corporate-Focused Entrants
Epic Games, following its legal battles with Apple, launched its iOS app store in the EU in August 2024, featuring titles like Fortnite and Rocket League Sideswipe. The company is also supporting other stores like AltStore PAL with grants.
Lisbon-based Aptoide, a veteran of alternative Android stores, launched its iOS version in the EU, scanning apps for safety and taking a 10-20% commission on in-app purchases. For corporate needs, Mobivention offers a B2B marketplace for distributing internal employee apps outside the public App Store.
New Models for Discovery and Payment
Other stores are experimenting with novel interfaces and payment models. Skich differentiates itself with a Tinder-like swiping interface for app discovery and charges a 15% commission. Onside, available in both the EU and Japan as of February 17, 2026, promises lower developer rates and supports payment methods like Apple Pay, with plans to add iDeal and Klarna.
The long-term viability of these alternative ecosystems remains uncertain, hinging on developer adoption, consumer uptake, and the evolving regulatory and financial landscape shaped by Apple's fee policies.