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Yes. Eligible users in the European Union can install iPhone and iPad apps directly from authorized developers’ websites through Apple’s Web Distribution system. It is not unrestricted sideloading: developers must meet strict eligibility rules, register their sites with Apple, and distribute notarized apps. Users must be physically in the EU and have an Apple Account set to an EU country or region.
What Apple’s Web Distribution changes
Apple’s Web Distribution lets an authorized developer offer its own iOS or iPadOS app for installation from a registered website. The app’s installation is still mediated by the operating system, and the developer must provide Apple-signed app assets that meet Apple’s requirements. This is different from downloading an arbitrary app file from any website.
There are three distinct channels to keep straight:
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- Alternative marketplace: A separate marketplace app that can distribute apps from multiple developers, subject to Apple’s rules.
- Web Distribution: A developer distributes its own app from its registered website through Apple’s framework.
The European Union’s Digital Markets Act requires designated gatekeepers such as Apple to allow effective app distribution through third-party app stores or the web. Apple announced its EU changes on January 25, 2024, and began introducing the related infrastructure with iOS 17.4. Web Distribution is now available to qualifying developers and users. The European Commission’s DMA developer portal explains the distribution obligation; Apple’s announcement describes its implementation and safeguards.
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How to install an app from a developer’s website
Apple’s current installation instructions use a browser on the eligible iPhone or iPad. The first time you install from a particular developer, iOS or iPadOS asks you to authorize installations from that developer.
- On your iPhone or iPad, open a browser and visit the website of a developer offering an app through Web Distribution.
- Tap the developer’s installation link.
- If prompted to allow installations from that developer, tap Settings, then tap Continue in the Settings prompt.
- Read the disclosure and tap Allow.
- Review the app information Apple displays, then tap Install App and follow the onscreen instructions.
The installation sheet can include the app’s name, developer, description, screenshots, and age rating, based on information supplied by the developer and reviewed by Apple. The operating system requires an explicit user action; a website cannot silently install an app. Apple’s installation guide has the current user steps, while its Web Distribution documentation describes the developer-side framework.
Who can use Web Distribution?
User requirements
Apple checks eligibility on the device. A user needs to be physically in the EU and have an Apple Account whose country or region is set to an EU country or region. The developer must also be authorized to distribute the app this way. Apple says it receives an eligibility indicator for this check, not the device’s location. The minimum supported versions listed by Apple are iOS 17.5 for iPhone and iPadOS 18 for iPad; Apple advises updating to the latest available software if alternative-distribution options do not appear. Apple’s eligibility guidance explains the location and account conditions, and its developer documentation lists the platform minimums.
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Developer requirements
Direct website distribution is available only to developers that qualify under Apple’s rules. Among the requirements, a developer must:
- Enroll in the Apple Developer Program as an organization incorporated, domiciled, and/or registered in the EU, or use an eligible EU subsidiary listed in App Store Connect.
- Have at least two continuous years of good standing in the Apple Developer Program.
- Have more than one million first annual installs in the EU on iOS and/or iPadOS during the previous calendar year.
- Agree to Apple’s Alternative Terms Addendum for Apps in the EU and request access to Web Distribution.
- Register the website domain in App Store Connect and distribute only apps from its own developer account.
- Meet Apple’s notarization and technical requirements, and take responsibility for customer support, refunds, legal compliance, data policies, and responding to Apple about fraudulent, malicious, or illegal activity.
The two-year membership and more-than-one-million-install thresholds put the direct website option out of reach for most new and small developers. Those developers can continue using the App Store or consider eligible alternative marketplaces, which operate under separate requirements. Apple’s Web Distribution requirements detail eligibility and onboarding.
What security review remains—and what it does not cover
Apps distributed outside the App Store still have to pass Apple notarization. Apple describes notarization as a baseline review that includes automated checks and human review, focused on platform integrity. Apple also says its protections can prevent an app from launching if malware is discovered after installation. Installation confirmations and system controls, including parental controls, remain part of the experience; App Tracking Transparency applies to apps distributed through alternative channels as well.
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- PERFORMANCE AND STORAGE — The superfast A16 chip delivers a boost in performance for your favorite activities. And with all-day battery life, iPad is perfect for playing immersive games and editing photos and videos.* Storage starts at 128GB and goes up to 512GB.*
- 11-INCH LIQUID RETINA DISPLAY — The gorgeous Liquid Retina display is an amazing way to watch movies or draw your next masterpiece.* True Tone adjusts the display to the color temperature of the room to make viewing comfortable in any light.
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Notarization is not the same as full App Store review. Apple says it has more limited ability to address scams, fraud, abuse, and objectionable content in alternative distribution. A notarized app should not be treated as an Apple endorsement of its developer, business practices, or content. Apple’s explanation of its EU changes sets out this distinction.
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What changes for purchases, support, and updates
With Web Distribution, the developer—not Apple—runs the direct customer relationship for its app. For purchases made outside the App Store and Apple In-App Purchase, Apple does not handle billing, refunds, subscriptions, payment disputes, or purchase support. The same general distinction applies to marketplace-distributed apps, although a marketplace may have its own role in payments and support.
Some App Store-integrated family and parental-purchase features are not available in the same way for apps obtained through alternative distribution. Apple specifically lists Family Sharing for purchases and Ask to Buy for purchases through alternative distribution as unsupported; Screen Time restrictions on in-app purchases may also not apply in the same way. Check the app developer’s or marketplace’s policies before relying on Apple to resolve a payment problem. Apple’s user guidance lists these limitations.
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- PERFORMANCE AND STORAGE — The superfast A16 chip delivers a boost in performance for your favorite activities. And with all-day battery life, iPad is perfect for playing immersive games and editing photos and videos.* Storage starts at 128GB and goes up to 512GB.*
- 11-INCH LIQUID RETINA DISPLAY — The gorgeous Liquid Retina display is an amazing way to watch movies or draw your next masterpiece.* True Tone adjusts the display to the color temperature of the room to make viewing comfortable in any light.
- IPADOS + APPS — iPadOS makes iPad more productive, intuitive, and versatile. With iPadOS, run multiple apps at once, use Apple Pencil to write in any text field with Scribble, and edit and share photos.* iPad comes with essential apps like Safari, Messages, and Keynote, with over a million more apps designed specifically for iPad available on the App Store.
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Update behavior depends on the distribution channel. Apple says devices with Automatic Downloads for App Updates enabled can check for and install updates automatically. With automatic downloads off, users can check under Settings > Apps by selecting the relevant app or marketplace. Apple separately warns that if an alternative marketplace is deleted or stops operating, apps obtained through it may no longer receive updates. That marketplace warning should not be assumed to describe every developer website’s update process; each direct distributor’s arrangements matter. Apple’s instructions for alternative distribution cover update checks and marketplace closure.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.App Store or developer website: what is different?
| Issue | App Store | Developer website through Web Distribution |
|---|---|---|
| Who operates distribution | Apple | The app’s developer, using Apple’s Web Distribution framework |
| Where available | Worldwide, subject to app and account restrictions | Eligible EU users under Apple’s current system |
| Developer access | Standard Apple Developer Program rules | EU organization or eligible subsidiary, two continuous years in good standing, and more than one million first annual EU installs in the prior calendar year |
| Review and safeguards | App Store review and Apple platform controls | Notarization and platform safeguards, but less content oversight than App Store review |
| Payments and refunds | Apple supports App Store billing and related services | The developer handles purchases, refunds, subscriptions, and support |
| Family purchase features | Available under App Store rules | Some features, including Family Sharing for purchases and Ask to Buy, are unavailable |
| Customer relationship | Apple’s storefront and support systems are central | The developer controls the website and handles direct customer support |
Apple’s EU alternative-distribution business terms also matter to developers. Its Web Distribution documentation states that the first one million first annual installs per year are included and lists a €0.50 Core Technology Fee for each first annual install above one million under the cited terms. Apple separately described a planned transition to a Core Technology Commission by January 1, 2026, but that statement was a plan, not confirmation of the final fee implementation. Developers should consult Apple’s current terms rather than assume the earlier fee schedule remains unchanged. Web Distribution terms and Apple’s EU business-terms page provide the relevant details.
Why the installation option may not appear
If you cannot install an app from a developer’s website, check the likely causes in this order:
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- Location: You are not physically in the EU.
- Account region: Your Apple Account is not set to an EU country or region.
- Software: The device is below the supported OS version or needs an available update.
- Developer authorization: The developer has not qualified for Web Distribution or the app is not being offered through the authorized system.
- Website domain: The installation link is not being served from the developer’s registered domain.
Apple’s eligibility page and developer requirements explain these checks. Web Distribution is not a workaround for installing arbitrary unsigned iOS apps, and a U.S. user cannot use the EU feature merely by visiting a website or changing network routing: Apple’s stated requirements include both account region and physical presence.
When direct website distribution makes sense
For users, Web Distribution can be useful when a trusted developer offers an app that is not in the App Store and provides a clear policy for support, payments, refunds, and updates. The App Store remains the simpler choice when Apple-managed billing and refunds, centralized discovery, or family purchase features matter more.
For developers, the website channel offers control over the customer-facing distribution experience, but it brings substantial eligibility, compliance, security, and support obligations. The high install threshold means most smaller developers will not qualify to distribute directly from their own sites under the current rules. The change opens a real additional route for established developers; it does not replace the App Store or turn iOS into an unrestricted sideloading platform.
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