A first look at two third-party iOS app stores in the EU: the B2B-focused Mobivention and the upcoming AltStore, which takes ~12 screen interactions to install
DMA is about to unleash a brave new world of game emulators, clipboard managers, and uncertainty.
Context & Ripple Effects
The DMA opened a new distribution channel on iOS in the EU, after Apple set terms for alternative marketplaces that include a per-install Core Technology Fee. Mobivention’s B2B orientation and AltStore’s consumer-facing plans show that the opening is attracting distinct store models, not a single generic sideloading market.
AltStore had already outlined a Patreon-linked app-access model, suggesting alternative stores could differentiate on how developers monetize and distribute—not merely on catalog breadth. The lengthy installation path remains a practical constraint on early adoption.
First-order effects
- EU iPhone users gain routes to apps and categories outside Apple’s primary storefront, while Mobivention and AltStore must convert that formal availability into completed installations.
- AltStore’s roughly 12-step setup creates immediate friction for consumer acquisition; Mobivention’s B2B focus may better fit managed or organizational deployment workflows.
Second-order effects
- Developers can test distribution and monetization options beyond Apple’s App Store, but must weigh the added operational burden and Apple’s marketplace terms against a likely smaller initial audience.
- Apple retains meaningful influence over alternative-store uptake through the installation and operating framework, even as the DMA expands the set of distributors.
Third-order effects
- If alternative stores build durable catalogs and audiences, iOS distribution in Europe could shift from a single-store model toward segmented channels serving enterprise, creator-backed, and niche software needs.
- The early friction suggests that regulatory openness alone may not create distribution parity; the balance between mandated choice and platform-controlled implementation will shape the market’s depth.
The trend: This is an early test of whether platform regulation can turn formal access rights into viable, multi-channel app distribution.