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One reason we’ve not seen more app stores launch at this point in time is partially down to Apple making it too costly. For example, its Core Technology Fee…
Apple's upcoming iOS 17.5 update will enable the iPhone sideloading you want: Direct download from websites - but it's not all good news.
The latest changes in iOS 17.5 for EU users includes the ability to download apps from external websites directly.
Apple seeds the first beta of iOS 17.5 to developers, packing two minor but important usability changes. Big changes will arrive in iOS 18.
Alternative marketplaces are coming to the iPhone in the EU, likely starting with AltStore.