The Great Wall of Apple Has Its First Cracks

430 Million Users Can't All Be Wrong

One year after EU users gained the right to download apps outside Apple's walled garden, the numbers tell a story. Aptoide alone serves 430 million users across all platforms, with its iOS store gaining serious traction since launch. This isn't just regulatory compliance—it's the first real crack in Apple's decade-old fortress.

Thanks to the Digital Markets Act (DMA), iPhone users in the EU now have seven alternative app stores to choose from. Each represents a different philosophy about what an app marketplace should be.

The Developers' Dilemma

Epic Games made the most noise, returning to iOS after a four-year exile with Fortnite as its flagship. CEO Tim Sweeney framed it as David vs. Goliath, but the reality is more nuanced.

Setapp told a different story. MacPaw's subscription-based app store shut down in February 2026, citing Apple's "still-evolving and complex business terms." The promise of freedom came with a price: €0.50 per install for the Core Technology Fee, plus commissions up to 21%.

Meanwhile, AltStore PAL chose radical transparency. Co-created by Riley Testut, maker of the Nintendo emulator Delta, it's an open-source marketplace where developers self-host their apps. Users manually add "sources" to access apps—a deliberate friction that ensures only motivated users participate.

Beyond Gaming: The B2B Revolution

The most interesting development might be the quietest. Mobivention targets enterprise customers with internal apps that can't—or shouldn't—be published on Apple's App Store. For companies needing to distribute proprietary tools to employees, this removes a significant bottleneck.

Skich took another approach entirely, creating a Tinder-like interface for app discovery. Users swipe right to "match" with apps, turning app hunting into a social experience.

Japan Joins the Party

This February, Japan's Mobile Software Competition Act (MSCA) brought alternative app stores to Asia. Onside became the first to operate in both EU and Japanese markets, suggesting these regulatory changes might be the new global standard rather than European exceptions.

The timing isn't coincidental. As Apple faces antitrust pressure in multiple jurisdictions, the company seems to be getting ahead of inevitable changes rather than fighting them in court.

The Real Test: Consumer Behavior

Early adoption patterns reveal interesting insights. Power users gravitate toward AltStore PAL for previously banned apps like emulators and torrenting clients. Gamers flock to Epic Games Store for exclusive titles. Enterprise customers quietly embrace Mobivention for internal tools.

But mainstream adoption remains limited. Most iPhone users still default to Apple's App Store, suggesting that convenience often trumps choice.