Apple Enhances App Store Connect and TestFlight in Preparation for Third-Party App Marketplace Support in the EU

As Apple gears up to usher in a new era of app distribution within the European Union (EU), it has taken significant strides towards accommodating third-party app marketplaces and their offerings on its iOS platform. Following the rollout of iOS 17.4 beta versions, which introduced support for alternative marketplaces, the tech giant has now unveiled updates for its App Store Connect and TestFlight apps. These updates are tailored to streamline the onboarding process for developers seeking to leverage the burgeoning opportunities within the iOS ecosystem.

In its announcement on the developer website, Apple detailed the enhancements made to the App Store Connect app, empowering EU-based developers to seamlessly integrate their marketplaces into the platform. This includes features such as monitoring app sales and downloads, managing App Store reviews, and receiving notifications for new reviews. Similarly, adjustments have been implemented within the TestFlight app, offering developers the ability to beta-test new features before deploying them to a wider audience.

However, before these alternative marketplaces can make their mark on iOS, developers must adhere to Apple’s business terms and undergo the notarization process. As reported by MacRumors, these terms include a core technology fee charged by Apple based on the number of installations.

Third-party marketplaces will incur a fee of EUR 0.50 (approximately Rs. 45) per install, while individual apps will be subject to the same fee after surpassing one million installations. As the iOS ecosystem braces for this transformative shift, Apple remains committed to fostering a vibrant and inclusive app ecosystem that benefits both developers and users alike.

The notarisation process will also be important for third-party marketplaces and apps as Apple will determine whether an app is malicious or not. While a process like that is needed to ensure user safety from scammers and hackers, some have raised concerns about whether Apple will use this to disqualify competing apps and marketplaces.

Tim Sweeney, CEO of Epic Games, is among those who voiced their displeasure when Apple first announced the process. In a post on X (formerly known as Twitter), he called the payment by instals a “junk fee”. On the notarisation process, he said, “Epic has always supported the notion of Apple notarisation and malware scanning for apps, but we strongly reject Apple’s twisting this process to undermine competition and continue imposing Apple taxes on transactions they’re not involved in.”