Now the iPad Will Get Alternate App Stores, Too

For years, the iPad has been living in a perfectly manicured neighborhood called the App Store.
One gate, one road in, Apple as the HOA, and you followed the rules or you didn’t move in at all.
Thanks to new European rules, that’s changing. The iPhone took the first step with iOS 17.4 in the EU,
and now the iPad is joining the party: iPadOS finally supports alternate app stores in Europe.

If that sentence made you think “Wait, does that mean I can install apps from somewhere other than Apple?”
the short answer is: yesif you’re in the European Union, on a recent iPad, and running the latest software.
The longer answer is what this article is all about.

Why the iPad Is Finally Getting Alternate App Stores

This isn’t Apple suddenly deciding it wants to be more “open” out of sheer generosity.
It’s the result of a very specific law: the European Union’s Digital Markets Act (DMA),
a big regulatory hammer aimed at “gatekeepers” like Apple, Google, and Meta.

The DMA first pushed Apple to change how apps are distributed on the iPhone in the EU,
leading to alternative app marketplaces in iOS 17.4.
A bit later, in 2024, the European Commission formally designated iPadOS as a “gatekeeper” platform as well,
which meant Apple had to bring many of the same changes to the iPad.
That is why, with iPadOS 18 and later updates, EU iPad users can now install apps
from third-party app stores and even directly from the web, not just the App Store.

So if you imagine iOS as the “test run,” iPadOS is now the follow-up act, using the same playbook:
more ways to get apps, more choices for developers, and a lot more regulatory drama behind the scenes.

Quick Refresher: What the Digital Markets Act Actually Wants

From walled garden to regulated gatekeeper

The DMA is essentially the EU saying: “If you’re big enough to control an entire digital ecosystem,
you don’t get to make all the rules by yourself anymore.”
For Apple and iPadOS, that translates into requirements like:

• Allowing alternative app stores on iPadOS.
• Letting users install apps from the web (sometimes called “web distribution”).
• Allowing alternative payment systems instead of forcing Apple’s in-app purchase system.
• Letting people choose default browsers and not forcing everything through WebKit-based engines.

Apple has pushed back hard, arguing that these changes increase security, privacy, and fraud risks for users.
Regulators, on the other hand, argue that competition, choice, and lower fees are worth rebalancing the system.
The result is a compromise that nobody loves completelybut that’s usually how you know regulation is doing something.

The iPhone went first, the iPad is catching up

On the iPhone, the DMA changes arrived with iOS 17.4, which introduced “alternative app marketplaces”
in the EU, alongside new options for payment providers and out-of-app payment links.
Developers can choose to distribute an app only via Apple’s App Store, only via a third-party marketplace, or both.

The iPad’s timeline lagged a bit. The EU officially targeted iPadOS later,
so support for third-party app stores on iPad landed with iPadOS 18 in Europe.
Now, Apple’s official support pages confirm that users in EU countries can install apps
through alternative marketplaces or web distribution on both iPhone and iPadat least, if they opt into the new system.

How Alternate App Stores Work on the iPad

Alternative app marketplaces and web distribution

So how does this work in practice?
You don’t just wake up and find a dozen new app stores preinstalled on your iPad (that’s more of an Android move).

Instead, here’s the rough flow for EU iPad users:

1. Update your iPad to the latest iPadOS that supports the DMA changes (for most people, that means iPadOS 18 or later).
2. Install a marketplace app from the marketplace developer’s website. Apple requires that these marketplace apps themselves be vetted and notarized.
3. Approve the marketplace in a system-level dialog, confirming you understand you’re now using a non-Apple store.
4. Browse and install apps through that marketplace, much like you’d browse the App Storeexcept it’s curated and controlled by someone else.

There’s also web distribution, where developers can offer apps directly from their own websites for EU users.
These apps still have to be notarized by Apple and go through security checks, but you’re no longer forced to go through Apple’s store or pay Apple’s standard commission.

Notarization: still a locked door, just with extra keys

A key point: even with alternate app stores, Apple is not letting iPadOS become the Wild West.
Apps distributed through alternative marketplaces must still be notarized by Apple.
That means:

• Automated scans to detect malware or obvious security issues.
• Checks for certain policy violations or dangerous behavior.
• Revocation mechanisms if an app turns out to be malicious later.

Think of it like this: Apple used to run both the airport and the only airline.
Now other airlines can fly, but they still have to use Apple’s security checkpoint.

The Core Technology Fee: the price of using Apple’s rails

Now we get to the spicy part: money.

Under the new EU terms, developers who opt into alternative distribution on iOS and iPadOS may face an extra cost called the
Core Technology Fee (CTF).
In simple terms:

• Most apps that go beyond 1 million annual “first installs” in the EU pay a CTF of around €0.50 per extra install.
• Alternative app marketplaces pay this fee from the very first install of their marketplace app.

Apple’s argument is that if you’re using their platform, frameworks, and distribution APIseven outside the App Storethey deserve to be paid for that infrastructure.
Critics say it’s basically a “tax” that discourages large-scale alternative stores and keeps the status quo in place.

The European Commission has already raised concerns that the CTF and some of Apple’s conditions might still violate the DMA’s spirit
by making genuine alternatives economically unattractive for big developers and marketplaces.
Translation: this story is still unfolding, and Apple is not done arguing its case.

What This Means for Everyday iPad Users

More choice (and possibly better deals)

For regular people who use an iPad to watch Netflix, play games, and read email, the biggest practical change is choice.

Alternative app stores can:

• Focus on a specific nichelike gaming, creative tools, or privacy-first apps.
• Offer different pricing models, such as bundles or all-you-can-install subscriptions.
• Feature apps that Apple doesn’t want in the App Store under its current guidelines.

For example, some third-party iOS and iPadOS stores are already experimenting with game-focused catalogs,
curated indie selections, or alternative monetization schemes that give developers a bigger cut of revenue.
If that approach scales on iPad, you might see exclusive deals, early releases, or “store-only” perks,
the way PC gamers see differences between Steam, Epic, GOG, and others.

The downside: more complexity and more responsibility

Apple has been very loud about this part: more app stores mean more risk.
When everything goes through the App Store, Apple can enforce one security model, one payment system, and one review pipeline.
With alternate app stores, you’re trusting a new middleman.

In practice, that means:

• You’ll see more warning dialogs and permissions screens when installing non-Apple marketplace apps.
• You’ll need to pay closer attention to who’s behind a store and what their refund/support policies are.
• Security and privacy may vary from marketplace to marketplace.

This doesn’t mean your iPad suddenly becomes unsafe, but it does mean the responsibility shifts a bit toward you.
You’ll want to treat new app stores the way you treat new financial apps: with a healthy mix of curiosity and skepticism.

What Changes for Developers?

New distribution options and more pricing flexibility

For developers, the iPad’s move to support alternate app stores is a big strategic shift.

Developers in the EU can now:

• Distribute apps via Apple’s App Store, alternative app marketplaces, or both.
• Use alternative payment providers or link users to external payment pages (with some rules and disclosures).
• Experiment with store-branded bundles, loyalty programs, or subscriptions that span multiple apps.

If you’re a dev who has always hated the one-size-fits-all App Store terms, iPadOS plus the DMA gives you some room to maneuver.
But it’s not a free-for-allApple’s notarization, platform rules, and fees still shape what’s possible.

The cost puzzle: commissions vs. the Core Technology Fee

Apple has cut some EU App Store commissions for developers who use the new terms,
dropping the headline rate from 30% to a lower tier for many apps.
But the Core Technology Fee and the complexity of alternative distribution can make the math tricky.

For smaller developers with fewer than a million installs, the fee might never matter.
For bigger apps or ambitious new marketplaces, CTF charges can add up fast.
That’s why some companies are running spreadsheets, scenarios, and revenue models before committing to the alternative routes.

The bottom line for devs: these changes open doors, but they also require careful financial planning.
You’re not just choosing a storeyou’re choosing an entire cost structure.

Will Alternate iPad App Stores Spread Beyond the EU?

Right now, the short and honest answer is: not yet.

Apple has constrained these changes to the European Union, explicitly framing them as DMA compliance rather than a global shift in philosophy.
If you’re in the U.S., the U.K., or elsewhere, your iPad still behaves like the classic Apple walled garden: one official App Store and no sanctioned alternatives.

That said, regulators and lawmakers in other regions are watching closely.
U.S. antitrust cases, state-level bills, and international investigations all reference app store control and fees.
If the EU experiment shows that alternate app stores can exist without the sky falling, it may strengthen the case for similar reforms elsewhere.
If it turns into chaos or widespread abuse, Apple will absolutely use that as Exhibit A for keeping the old model.

How EU iPad Users Can Get Ready

If you’re in the EU and thinking, “Okay, I want to try this… carefully,” here’s a simple checklist:

• Update to the latest iPadOS. Alternate app stores only appear on recent versions that include DMA changes.
• Back up your iPad. Before changing any fundamental part of your app ecosystem, make sure iCloud or a local backup is current.
• Research the marketplace first. Look for transparent policies, developer info, and real reviews before installing a new store.
• Start with one or two apps. Don’t move your entire life to a new store on day one. Try a single game, tool, or niche app first.
• Watch your permissions and subscriptions. Keep track of where you’re paying, who’s charging you, and how to cancel if needed.

Think of alternate app stores like trying a new grocery chain.
You don’t have to move your entire pantry overnightyou can just see if they have better bread and nicer fruit.

How Developers Can Prepare for Alternate iPad App Stores

If you build apps and want to tap into these new iPadOS options, a little strategic prep goes a long way.
Consider questions like:

• What’s my install volume? If you’re unlikely to hit a million installs in the EU, the Core Technology Fee might be a non-issue.
• Is there a store that fits my niche? A curated marketplace focused on your category (games, productivity, creative tools) might promote you better than a crowded App Store search page.
• Do I want to build my own marketplace? Ambitious teams might create a “mini-ecosystem” of related appsbut you’ll be taking on CTF costs and operational overhead.
• Can my support team handle the complexity? Multiple stores means multiple billing flows, refund policies, and update channels.
• How will I communicate risk and trust to users? If you ask people to install your app via a third-party store or your website, you’ll need to reassure them about security and refunds.

For some developers, sticking with the App Store and leveraging Apple’s existing tools will still be the right move.
For others, especially those who’ve felt squeezed by commissions or rules, alternate app stores on the iPad might be the opening they’ve been waiting for.

Extra: Real-World Experiences With Alternate iPad App Stores

All of this sounds pretty abstract until you picture actual people using alternate app stores on real iPads.
So let’s walk through a few realistic scenarios to get a feel for what this looks and feels like in everyday life.

The power user gamer

Meet Alex, who treats their iPad like a portable console.
They discover a game-focused third-party marketplace in the EU that promises:

• Curated collections of indie titles.
• Lower fees for developers (and sometimes better launch discounts).
• Personalized recommendations based on play style.

Alex goes through the now-familiar EU flow: download the marketplace installer from the developer’s site,
approve it in iPadOS with a couple of stern Apple warnings, and then browse its catalog.

The experience isn’t radically different from the App Storesame idea of listings, screenshots, reviewsbut the tone is different.
It feels more like walking into a specialty game shop than a giant mall.
Alex ends up discovering a handful of quirky puzzle games that might never have surfaced on Apple’s main “Top Charts.”

The trade-off? Alex now has to remember that some games update via this marketplace, not the App Store.
When storage gets tight or something glitches, they’re juggling two ecosystems, two sets of settings, and two brands to trust instead of one.

The productivity nerd who loves bundles

Then there’s Jordan, who lives in productivity land.
They use their iPad for note-taking, task management, creative writing, and maybe three different calendar apps (we’re not judging).

Jordan signs up for a subscription-based app bundle offered through an alternate store.
Instead of paying for five separate productivity apps, they pay one monthly fee and gain access to a curated toolkit:
a note app, a mind-mapping tool, a focus timer, and a document annotator, all updated through the same non-Apple marketplace.

The upside is obvious: predictable billing and lots of value per dollar.
The downside shows up at tax time or when updating devices: some receipts live in Apple’s ecosystem, others arrive via email from this mysterious Latvian or Irish company running the bundle.
Jordan has more control and more flexibilitybut also more accounts, more passwords, and more places to check when something doesn’t sync.

The indie developer finally experimenting with pricing

Finally, imagine Maya, an indie developer who has been frustrated for years by App Store policies and 30% commissions.
In the EU, she decides to offer her iPad app through an alternate marketplace that takes a smaller cut and lets her:

• Run direct discounts whenever she wants.
• Bundle her iPad, Mac, and web versions under one subscription.
• Send users to her own site for support and onboarding.

On day one, installs are modest. The App Store still drives most of her revenue because it’s familiar and built into every device.
But over time, power users and fans start migrating to the alternate channel because it offers better pricing and features.
Maya gains more margin per customer and more room to experiment with features, while still keeping a foot in the App Store ecosystem.

Her biggest headache isn’t securityit’s education.
She has to create help pages explaining how to install her app via the alternate store, reassure users that they aren’t breaking their iPad,
and walk them through Apple’s slightly intimidating warning prompts.
For people willing to push through a slightly clunky onboarding, the payoff is worth it. For more casual users, the App Store still wins on convenience.

The overall vibe: more freedom, more decisions

These stories have a common theme: alternate iPad app stores don’t magically transform the device overnight.
What they do is add another layer of optionsand with options comes decision fatigue, new learning curves, and new trust calculations.

If you’re the kind of person who tweaks every setting, reads privacy policies, and compares app changelogs for fun,
this new world of iPad app distribution might feel like a playground.
If you prefer everything to “just work” with minimal fuss, you’ll probably stay inside Apple’s App Store most of the timeand that’s okay too.

Bottom Line: The iPad’s App Story Just Got a Plot Twist

The arrival of alternate app stores on the iPad is a genuine turning point.
It doesn’t demolish Apple’s walled garden, but it does add a few new gates and side pathsespecially for users and developers in the European Union.

For EU iPad owners, this means more choice, more specialized stores, and potentially better deals or more interesting apps.
For developers, it means new ways to distribute and monetize their workalong with new spreadsheets to figure out fees, CTF charges, and long-term strategy.

For the rest of the world, the iPad is becoming a kind of living experiment:
“What happens when you pry open Apple’s ecosystem just a little?”
However it plays out, one thing is clear: the days of the iPad having exactly one way to get apps are overat least in the EU.
And that alone is a big shift in the story of Apple’s most beloved tablet.