New EU regulations have given rise to a third-party app store for Apple’s iOS, and Mobivention announced the launch of its own store

According to news on March 5, Apple is about to release the official version of iOS 17.4, which will introduce an important update for EU users - App Marketplaces, allowing users to install third-party applications outside the App Store. Mobivention, a German company specializing in IT solutions, also announced that it will launch its own iOS app store.

Mobivention’s press release details the capabilities of its App Marketplace: developers can distribute B2B and B2C apps to customers, bypassing the Apple App Store. "Mobivention's App Store is primarily targeted at enterprise customers looking for alternative app distribution solutions," the company explains. Compared with the Apple App Store, Mobivention’s platform provides “simplified publishing rules” for enterprise applications, making it more attractive. The company says it will review and approve apps "according to standards specified by Apple." Not only that, Mobivention will also provide a white label solution that allows large companies to offer their own app stores to iOS users in the EU. The Mobivention team claims to work directly with Apple during the development process to ensure everything adheres to Apple's guidelines. Noted that in addition to Mobivention, MacPaw and Epic Games also announced that they will launch their own iOS app stores, but it will take some time for these stores to go online. It should be noted that the compliance deadline for the European Union’s Digital Markets Act (DMA) is March 6, and Apple has not officially released iOS 17.4. Mobivention says it will launch its app store as soon as iOS 17.4 is released.

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