The future of app distribution and the rise of alternative app stores

For years, the App Store and Google Play have been the primary gateways for mobile apps, setting the standard for discovery, security, and monetization. However, the EU’s Digital Markets Act (DMA) has resulted in a significant shift, requiring Apple to allow third-party app stores and sideloading on iOS devices for the first time. Meanwhile, alternative Android stores, such as the Samsung Galaxy Store, Amazon Appstore, and Aptoide, continue to grow, offering developers new opportunities for app distribution.

This shift isn’t just about compliance—it reflects the evolving needs of developers, marketers, and users. As competition intensifies, developers are exploring alternative ways to reach audiences, reduce costs, and diversify revenue streams. But with these changes come key questions: Will alternative app stores become viable competitors? How will privacy and security be maintained? And what does this mean for app growth strategies in 2025 and beyond?

Alternative app stores operate outside of the App Store and Google Play, offering distinct distribution models, policies, and monetization options. While some have existed for years, Apple’s compliance with the DMA has renewed interest in them, as third-party stores can now enter the iOS ecosystem.

Types of alternative app stores

Alternative app stores generally fall into three categories, each catering to different segments of the mobile market:

• Original equipment manufacturer (OEM)-specific stores: Built by device manufacturers, these stores provide apps tailored to their ecosystems, often featuring exclusive content, promotional placements, and pre-install opportunities. Examples: Samsung Galaxy Store (exclusive to Samsung devices), Xiaomi GetApps.
• Independent alternative stores: These operate separately from device manufacturers, offering greater flexibility in app policies, lower fees, and broader app availability. Examples: Aptoide (a decentralized, developer-driven store), F-Droid (focused on open-source, privacy-first apps).
• New iOS entrants: With third-party app stores now permitted on iOS, new players are entering the space. Examples: AltStore (sideloading-focused), Epic Games Store (gaming-centric), Setapp Mobile (subscription-based app bundling).

Why developers and marketers are taking notice

Alternative app stores aren’t just a regulatory response—they present new strategic opportunities for developers and marketers looking to expand distribution and user acquisition.

One of the biggest advantages is access to niche and regional audiences. Many alternative stores cater to specific devices, geographic regions, or user interests, helping developers reach high-intent users in less saturated markets. This is particularly valuable in emerging markets where Google Play and the App Store may have less dominance.

Another key benefit is more flexible submission policies. Unlike Apple and Google’s strict content guidelines, alternative stores allow apps that might not be approved on mainstream platforms. This creates opportunities for apps in specialized categories—such as game emulators, blockchain-based apps, or content tailored to niche communities.

Monetization flexibility is another driver. Lower revenue-sharing fees, direct payment options, and alternative ad placements give developers more control over their earnings. Some platforms offer better revenue splits than the standard 15%-30% cut, while others allow greater flexibility in selling subscriptions or in-app purchases.

Finally, some alternative stores partner with OEMs to pre-load apps or recommend them during device setup, removing friction from the discovery process and offering a valuable growth opportunity.

The EU’s DMA has expanded distribution options by allowing third-party app stores and sideloading on iOS. However, Apple’s Core Technology Fee has raised questions about the financial trade-offs of using third-party app stores, influencing how developers approach distribution strategies.

Google is also facing increased pressure to adjust its Play Store policies. While Google already allows sideloading, it is focusing on expanding user choice billing, which offers alternative payment methods while maintaining its platform model.

Beyond Europe, governments worldwide are updating regulations to foster competition in digital marketplaces. South Korea’s app store law requires Apple and Google to support third-party payment systems, while India’s Competition Commission is reviewing app store policies to assess their impact on local developers. In the U.S., the proposed Open App Markets Act seeks to expand distribution options across platforms. While each region takes a different approach, these efforts reflect an industry-wide shift toward a more competitive and flexible app ecosystem.

As alternative app stores gain traction, privacy and security remain central concerns for platforms, regulators, and users. Apple and Google argue that their closed ecosystems minimize risks such as malware, fraud, and unauthorized data collection. Their strict app review processes, permissions policies, and security frameworks are designed to ensure user safety. To comply with the EU’s DMA, Apple has introduced notarization and baseline review requirements as part of its approach to maintaining security standards.

Regulators, however, argue that competition and security can coexist. The EU maintains that opening app distribution does not have to compromise user protection, provided that security protocols are enforced. Some alternative app stores, such as Huawei AppGallery and Aptoide, already implement strict verification measures, including manual app reviews, developer authentication, and malware scanning.

For users, security depends on awareness and responsible app discovery. While official stores provide a curated experience, those exploring third-party stores should verify app sources, check developer credibility, and prioritize reputable platforms with clear security policies. Privacy-conscious users are increasingly turning to open-source marketplaces like F-Droid, which focus on transparency and data protection.

The key question is whether more regions will follow the EU’s lead. With South Korea, India, and the U.S. already exploring similar regulations, app store policies could evolve globally, impacting in-app monetization, data tracking, and platform restrictions.

For developers and marketers, multi-platform distribution will be essential. Leveraging OEM partnerships for pre-installs and curated placements can boost visibility, while staying ahead of regional regulatory shifts will help navigate changing app store policies.

While Apple and Google will continue to dominate, the role of alternative stores is no longer marginal. Developers who adapt early will not only unlock new growth opportunities but also future-proof their strategies in an evolving app economy.

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