The Apple Page -- Update On Apple's App Store -- A Win For Elon Musk -- EU Mandate -- December 16, 2022

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Apple's rivals are positioning themselves as the go-to alternative to its dominant App Store as the iPhone maker prepares to allow others on its devices in the European Union.

The bloc's Digital Markets Act (DMA) will force Apple and fellow tech giant Google to provide space for third-party app stores on their respective iOS and Android devices.

Under the DMA, which comes into effect on a rolling basis over the next two years, third-party alternatives will have an easier route to getting onto iPhones and Android devices.

And as components of the legislation come into effect, rivals from smaller startups to giants like Amazon and Microsoft may try to lure consumers and app developers alike away from Apple and Google.

Ben Wood, CMO of industry analysis firm CCS Insight, said he expects "an avalanche of app stores" in the near future.

"There's an emerging 'coalition of the willing', and all of them have a vested interest in no longer having to pay what they see as a tax to Apple," Wood told Reuters.

Apple's apparent concessions on sideloading mark a win for industry leaders such as Twitter owner Elon Musk and Spotify CEO Daniel Ek, both of whom have bemoaned the company's 30% surcharge on purchases made via its App Store.