Apple is permitting third-party app stores on iOS devices in Brazil, marking another crack in the company's tightly controlled App Store distribution model. The shift follows regulatory pressure and competitive challenges in the major Latin American market.
Apple has begun allowing alternative app stores on iPhones and iPads sold in Brazil, ending its exclusive control over iOS app distribution in the country.
The move represents a significant policy shift for Apple, which has long maintained strict gatekeeping over which apps can reach iPhone users. Third-party developers and app marketplaces can now offer their services directly to Brazilian iOS users without routing through Apple's official App Store.
The change comes as regulators worldwide intensify scrutiny of Apple's App Store practices. Brazil joins the European Union and other jurisdictions in pushing back against Apple's monopoly-like control over iOS app distribution. The company has faced repeated criticism over its 15-30% commission on app sales and in-app purchases, as well as allegations of anti-competitive behavior.
Apple's decision to open Brazil's market follows similar moves in Europe under the Digital Markets Act, which requires Apple to allow alternative app distribution methods on iOS devices starting in 2024. The company has resisted broader app store liberalization in most markets, but regional regulatory demands continue to force its hand.
The Brazilian market represents a meaningful opportunity for competitors. With over 90 million iPhone users, Brazil is one of Apple's largest markets outside North America and Europe. Alternative app stores could offer different commission rates, content policies, or app discovery mechanisms than Apple's official platform.
It remains unclear whether other major app developers or marketplaces will quickly establish storefronts in Brazil. Epic Games, which has battled Apple over App Store policies for years, has already committed to launching its own app store in regions where Apple permits it.
Apple has not publicly commented on its timeline for implementing third-party app store support in Brazil or whether similar changes will extend to other markets. The company continues to maintain restrictions in the United States and most other countries where it faces less immediate regulatory pressure.
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