The European Union's Digital Markets Act (DMA) has paved the way for alternative app stores to emerge, giving users more choices and developers new opportunities to distribute their apps. This regulatory shift marks a significant change in the app ecosystem, as users are no longer limited to Apple's App Store.

Under the DMA, developers can create and operate their own app marketplaces, which are subject to a notarization process to ensure they meet certain "baseline platform integrity standards." This process is distinct from Apple's App Review process, and each store can review and approve apps according to its own policies. Additionally, the stores are responsible for support and refunds, rather than Apple.

To take advantage of this opportunity, developers must accept Apple's alternative business terms for DMA-compliant apps in the EU. This includes paying a Core Technology Fee of €0.50 for each first annual install of their marketplace app, even before reaching the 1 million install threshold.

Despite the complexities of the new rules, several developers have already launched alternative app stores. One such example is AltStore PAL, an open-source app store co-created by developer Riley Testut. AltStore PAL allows independent developers to distribute their apps alongside the apps from AltStore's makers, Delta, and a clipboard manager, called Clip.

Unlike Apple's App Store, AltStore apps are self-hosted by the developer. To work, developers download an alternative distribution packet (ADP) and upload it to their server, then create a "source" that users will add to the AltStore to access their apps. This means that the only apps visible in the AltStore are those that users have added themselves.

Popular apps available on AltStore include the virtual machine app UTM, OldOS, Kotoba, iTorrent, qBitControl, and social discovery platform PeopleDrop. Other alternative app stores that have launched in the EU include Setapp Mobile, Epic Games Store, Aptoide, Mobivention marketplace, and Skich.

Setapp Mobile, from MacPaw, offers a subscription-based service featuring a curated selection of apps for customers on iOS and Mac. The new app store includes dozens of apps under a single recurring subscription price, and the number of apps grows over time.

The Epic Games Store, launched by Fortnite maker Epic Games, allows users to download games, including Fortnite and others like Rocket League Sideswipe and Fall Guys, with more to come. Epic Games is also bringing its games to other alternative app stores, including AltStore PAL, Aptoide's iOS store, and ONE Store on Android.

Aptoide, an open-source solution for app distribution, scans apps to ensure they are safe to download and install. The iOS version of the Aptoide store launched as an invite-only beta in June, and the company takes a 10% to 20% commission on in-app purchases on iOS, depending on whether they were generated by the marketplace or not.

Mobivention marketplace, a B2B-focused app store, allows EU companies to distribute their internal apps that are used by employees but can't – or shouldn't – be published in Apple's App Store. The company also offers the development of a customized app marketplace for companies that want to offer employees their own app store just for their corporate apps.

Skich, another alternative app store, differentiates itself by offering a Tinder-like interface for app discovery. Users swipe right to "match" with apps they might enjoy, and can also create playlists and see what apps their friends are playing. The new store will replace Skich's existing app and will see the company taking a 15% commission on all purchases.

The emergence of these alternative app stores marks a significant shift in the app ecosystem, offering users more choices and developers new opportunities to distribute their apps. As the DMA continues to shape the industry, it will be interesting to see how these new players evolve and compete with established app stores.