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update: Apple said: mcroomers “The app verification screen in the App Store in the EU is a bug and will be fixed before iOS 17.4 is released to users.” Original story below.
With the latest iOS 17.4 Beta 4, Apple now treats the iPhone App Store the same as third-party App Stores in Europe. This was first discovered by iSoftware updates for X users and confirmed BGRChris Smith, Europe Editor. Apple wants users, or at least the European Commission, to know that it treats the iPhone App Store like any other third-party marketplace. Anything else is meaningless.
When you try to download an app on an iPhone running iOS 17.4 in Europe, the App Store will show a new prompt to verify the app’s information before installing it. For now, the “Learn more” link goes to Apple’s website, but it’s likely to go to support documentation once iOS 17.4 is released.

Additionally, you will see a brief description and screenshot of the app, and you can install or cancel the app. This is part of broader changes Apple needs to make to allow third-party app stores to iPhone users as part of the European Digital Markets Act. Still, Cupertino has created new rules to allow third-party developers to add their own options, including:
- Notarization of iOS apps — Baseline reviews applied to all apps, regardless of distribution channel, focused on platform integrity and user protection. Notarization involves a combination of automated checks and human reviews.
- App installation sheet – Uses information from the notarization process to provide an at-a-glance description of the app and its features before downloading, including developer, screenshots, and other important information.
- Marketplace developer authorization — To ensure that Marketplace developers comply with ongoing requirements that help protect users and developers.
- Additional malware protection — Prevents iOS apps from launching if they are found to contain malware installed on a user’s device.
Apple can’t treat its App Store like a third-party marketplace

The main reason Apple is adding another layer of interaction to the store is to give the App Store a sense of following the same rules as future third-party marketplaces. But who charges Apple for App Store usage? And who will penalize Apple if malware is found in the Marketplace?
In recent weeks, BGR has reported some copycat apps or malware software that bypasses legitimate applications. Third-party marketplaces will definitely suffer from bad reviews, but who would do the same for Apple?
I understand the company’s urge to make itself look like another competitor, but Apple is still the owner of the platform and has to get around everything thanks to its own APIs, rules, and practices.
With iOS 17.4 set to roll out in the coming weeks, we’ll finally understand the true impact of Europe’s Digital Markets Act on the iPhone ecosystem. Until then, we can only get a glimpse of what the future will look like. Still, I don’t think Apple should try to circumvent its own store as being on par with other competitors. they are not the same.
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