Apple's App Store dominance harms consumers through limited innovation and inflated prices. Android users benefit from the Epic Games Store's diverse game selection, unavailable on Google Play. Alternative app marketplaces extend beyond gaming, offering developers an escape from Apple's restrictive App Store policies.

Epic Games, aiming beyond Steam's market share, targets the Android ecosystem with a new game distribution method. This development prompts a question for non-EU iPhone users: shouldn't iOS and iPadOS users also enjoy this competitive landscape?

Competition Benefits Consumers

Competition invariably benefits end-users, regardless of the product. Monopolies (and duopolies) inflate prices, stifle innovation, and ultimately disadvantage consumers. Apple maintains tight control outside the EU, where alternative app stores are mandated by law. Apple's control extends to app acquisition, download, discovery, and updates.

Related: AltStore PAL is now free for EU users, thanks to Epic Games' funding.

The App Store, initially innovative in 2008, streamlined mobile software acquisition. However, it has become a cornerstone of Apple's closed ecosystem. Apple argues that this controlled environment enhances security, requiring developers to meet strict policies. While valid, this comes at a cost. The iPhone's restrictions contrast with the Mac's more open approach, accommodating Steam alongside the Mac App Store.

Apple's approach already prioritizes security and privacy through app sandboxing and user-controlled access to device features.

Epic Expands Android Game Selection

How-To Geek's Bertel King highlights the Epic Games Store's advantage on Android: access to games absent from the Google Play Store, such as Figment 1 & 2 and The Forest Quartet.

Epic incentivizes developers through programs like Epic First Run, offering 100% net revenue for six months of exclusivity, then shifting to an 88/12 split.

While not directly equivalent, this encourages broader app availability. Developers hesitant about Apple's 30% cut might find Epic First Run appealing. This fosters competition, potentially prompting Apple to offer counter-incentives, benefiting developers. While user fragmentation is a concern, managing multiple app stores isn't as cumbersome as often perceived. Automatic updates and cross-platform compatibility (as seen with Assassin's Creed Shadows) mitigate this.

App Store Discovery Needs Improvement

Discovering quality apps and games on the App Store is challenging. While Apple highlights successful apps, many excellent ones remain unnoticed. This issue plagues many first-party stores, including Google Play and Nintendo's eShop.

App discovery has changed; social media, web searches, and news articles are key sources, not browsing the App Store itself. The charts are often filled with already-owned, unwanted, or free-to-play games.

Related: 10 Reasons Steam is Still King of the PC Games Market

Steam excels at recommending relevant games, showcasing new releases, discounts, and viral titles. Its features, notably the wishlist (absent from the App Store), highlight the potential of a dedicated games marketplace.

Alternative App Stores Bypass Apple's Restrictions

Third-party marketplaces offer the most compelling advantage: circumventing Apple's restrictive guidelines. Apple clarifies that even apps from third-party stores undergo security and privacy checks. However, these stores allow apps that might violate Apple's policies, offering content not permitted on the App Store. Each store will have its own content policies.

These stores cater to niche apps previously blocked, such as emulators (now available on the App Store after the EU ruling). Competition forced Apple to adapt, demonstrating the impact of alternative marketplaces.

The EU's Precedent

The EU ruling has already spurred the emergence of alternative app stores within the bloc, including AltStore and a SetApp alternative. This demonstrates the viability of such marketplaces without catastrophic consequences.

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