Apple opening up for third-party app stores

Senni-Kaisa Nurmi

Senni-Kaisa Nurmi

Apple’s recent news to possibly allow third-party stores on the App Store would be a significant development in the mobile marketing industry. It has the potential to change the way developers and marketers reach and engage with their target audience. This change would be set to happen in 2024 as a result of EU’s Digital Marketing Act disallowing gatekeeping. Even though the legislation concerns EU, it is likely that Apple will impose this world-wide. Over time at least.

More control and new possibilities

One of the biggest benefits for developers is increased control over the distribution of their apps. The App Store has been the only way to distribute apps, causing delays. Third-party stores allow quicker distribution, especially for niche apps. Developers being able to avoid the bottleneck will be useful in order to publish efficiently.

This change could also be a possibility for big brands to create an app store of their own. Big gaming companies could instead of an app launch an entire app store to be the distributor of their own games.

For mobile marketers, this would certainly mean changes and new possibilities in terms of user acquisition. New channels, budget allocations, means of performance measurement, and overall strategies are on the horizon for mobile marketers.

Potentially lower fees

Another potential advantage of this change is increased competition among app stores, which could lead to lower fees for developers. Currently, developers must pay a 30% fee to Apple for every app sold on the App Store. This fee can be a burden for developers, especially those who are just starting out. If third-party stores offer better terms, it could shift the market towards lower fees. This increased competition could also lead to more innovation and better overall experiences for users.

It’s worth noting that while this change has the potential to benefit developers, it could also present some challenges. For example, developers may have to manage multiple app listings and marketing efforts across multiple stores with their own fees. It also raises questions on safety, privacy, and ad tracking matters. Currently, the App Store has a review process to block apps with inappropriate or harmful content. But what will be the future, if “basically anyone” could open up their own app store?

As there is no further information on how the whole thing will play out, it is impossible to say anything for certain yet. What can be predicted, however, is that the introduction of third-party stores is likely to bring more options and opportunities for developers and lead to a dynamic app market.

Original news by Bloomberg.

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