Apple, responding to a far-reaching new EU law, has announced further changes to where and how iPhone owners can download apps, with users in Europe soon set to be able to download apps directly from websites for the first time.
Apple made the announcement after complaints from developers who said the tech giant was not allowing enough means for users to download apps outside of Apple's own App Store, which, until now, has been the only means of downloading any app for an iPhone.
According to the legal requirements of the European Union's new Digital Markets Act (DMA), which came into force in March, large and dominant providers - so-called "gatekeepers" like Apple - must now allow rival app stores, as Google does with Android.
At the beginning of February, the company authorized other marketplaces, but refused to allow direct installation from the web.
With this option of downloading from websites, Apple is not completely liberalizing software distribution, however. The company said that all apps must fulfil certain criteria and commit to ongoing requirements that serve to protect users.
At the same time, the company renewed its criticism of the EU law, which it says exposes iPhone owners to more software risks than in other markets, where users can only download apps through Apple.
Apple also makes a portion of its profits from fees it charges on digital purchases made within its App Store.
The new installation option is to be introduced in the coming weeks. Two other changes will apply immediately, however. Firstly, Apple is loosening its checks on how developers are allowed to advertise alternative payment methods and special promotions within the app.
Previously, Apple had provided sample wording and design templates, which many developers found to be off-putting. In future, app providers are set to be able to customize the language and design of the links for promotions and offers to suit their own requirements.
A minor change to the app guidelines also allows alternative marketplaces to offer a catalogue of apps that originate exclusively from the marketplace developer. This was previously not possible.
Last week, Apple began letting developers switch from the new conditions with more options back to the previous model with distribution only via the company's own App Store. However, this is only possible once - and only as long as the developers are not yet distributing their apps via alternative marketplaces.
