Written by John Snoek, COO of Onside.io
As the EU’s Digital Markets Act (DMA) begins to reshape mobile app distribution across Europe, UK developers are increasingly affected — even though the UK itself isn’t bound by the law. Apple’s new policies, introduced in response to the DMA, include additional fees and technical changes that apply to any developer targeting EU users.
Meanwhile, the UK’s Competition and Markets Authority (CMA) is stepping up its scrutiny of platform gatekeeping. Together, these developments are forcing British app teams to reconsider how they grow, monetise, and reach users across key markets.
The Digital Markets Act: A Shift in Platform Policy
The Digital Markets Act (DMA) requires Apple to allow third-party app stores on iOS devices in the EU. Developers can now use alternative payment systems and distribute apps outside the App Store for the first time in iPhone’s history.
In response, Apple introduced the Core Technology Fee (CTF) – a charge of €0.50 for each first annual app install over one million, regardless of how the app is monetised. Apple argues the fee is necessary to maintain infrastructure and user safety. Developers and analysts, however, have criticised it for placing new burdens on smaller and mid-sized app teams.
Even with these added costs and new technical hurdles, a number of new iOS distribution channels have started to take shape across the EU, offering developers more control over pricing, updates, and user relationships.
What UK Developers Should Know
Although the UK is outside the EU, the effects of the DMA are reaching British developers in several ways. Many UK-based teams publish apps for European audiences, and the new Apple policies apply to those markets. From a technical perspective, developers must now adapt to notarisation requirements and changes in app install flows.
These developments are especially relevant for publishers in regulated or previously restricted categories — such as fintech, wellness, and adult content. Where the App Store imposes limitations, newer distribution options may offer alternative paths to user growth and monetisation.
The CMA’s Involvement
The Competition and Markets Authority (CMA) is taking a more active role in platform oversight. In November 2025, the Competition Appeal Tribunal (CAT) blocked Apple from appealing a decision that challenges its commission structure within the UK App Store. The ruling focused on concerns around how Apple restricts in-app payments and whether its fee model limits competition and consumer choice.
This decision reflects a broader direction in the CMA’s approach to tech regulation. From app stores to AI and encryption, the regulator has signalled its intent to address market dominance, ensure user privacy, and expand access to digital platforms. These priorities are shaping the wider environment for developers and tech companies operating in the UK and beyond, as seen in Apple’s encryption policies and recent scrutiny.
New iOS Distribution Models Are Gaining Ground
Several new platforms have launched across Europe in recent years, each offering a different approach to iOS distribution. These include fully compliant third-party app stores, sideloading, SDK wrappers that enable web-to-native transitions, and ecosystems focused on developer tools and flexible payouts.
What unites them is a shared aim to reduce fees, simplify onboarding, and give developers more autonomy. Some platforms, such as Onside, focus on compliance and infrastructure, supporting a range of publishers who require alternative access to iOS.
“The regulatory changes in Europe are creating the conditions for a more modern and open mobile ecosystem,” says John Snoek, COO of Onside. “Developers are looking for infrastructure that gives them control and flexibility, and users are ready for alternatives that better serve their needs.”
Looking Ahead: Practical Advice for UK-Based Teams
For UK developers and app publishers, it may be time to explore what these new options offer. The DMA has already started shifting expectations around control, monetisation, and compliance in mobile distribution.
Steps worth considering:
- Track changes in EU app distribution closely
- Evaluate whether alternative platforms suit your business model
- Test new monetisation and payment options
- Stay up to date on CMA investigations and regulatory signals
In a mobile environment where distribution is evolving quickly, early experimentation could provide an edge. Developers building for growth in European markets now face a wider set of tools and partners to choose from.
Whether or not the UK follows the EU’s lead with similar regulation, one thing is clear: the rules for mobile apps are changing. Developers who adapt early may benefit most.
