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For years, Apple has distinguished itself by offering a uniform and consistent interface across its devices across the globe, regardless of the region they were used in. However, that is changing rapidly, and Europe has become the epicenter of a revolution in how users interact with their iPhones.

The introduction of new rules and pressure from European regulators forced the company to make radical changes to its ecosystem. make the mobile phone more flexible, customisable and ultimately a more interesting device for European users.

Earlier this year, Apple announced a series of sweeping changes to how it manages its apps in Europe, marking a before and after in the company’s history. These changes, brought about by the European Union’s Digital Markets Act (DMA), included for the first time the ability to download and install third-party app stores on iPhones and iPads.

The move allows European users to access a world of apps outside the App Store.opening doors to new features and functionality that were previously limited to the company’s controlled ecosystem.

In addition, the company has also decided to significantly reduce the fees charged to developers for in-app transactions. The standard rate of 30% will be reduced to 17%, and for those developers who have already taken advantage of special discounts, rates will be reduced from 15% to 10%.

One of the highlights of these new features is the ability to set third-party apps as default on devices. For example, users will be able to choose a browser other than Safari as the default option or even choose an alternative app store as the primary one on their device. This customization capability is one of the reasons why the iPhone in Europe has become a more dynamic and interesting device.

Despite the progress in Europe, not everyone is happy with the measures taken by Apple. Groups like the App Fairness Coalition, which includes companies like Epic Games and Spotify, criticised the changes as a half-measure that does not meet the DMA’s goal of promoting fair competition in the digital marketplace.

These critics say the company continues to discriminate against developers by forcing them to choose between maintaining the status quo or submitting to a new set of terms that they see as harmful to both developers and consumers.

Epic Games, which is locked in a long-running legal battle with Apple in the US, already launched Fortnite for iOS in Europe this year through the new Epic Games Store.. However, the company has made it clear that it will continue to fight in court, arguing that Apple continues to violate the law despite the new rules.

One of the most appealing aspects of these changes for consumers is the greater flexibility and customization that iPhones offer in Europe. Imagine being able to download a browser like Chrome or Firefox and set it as your default browser, something that wasn’t possible on Apple devices before. Or the ability to install third-party applications that offer functionality not available in the App Store, such as retro game emulators that have recently gained popularity.

Apple has justified its previous restrictions as a measure to ensure the security of its devices, arguing that its control of the App Store ensures that apps meet high standards of quality and safety. However, By opening third-party app stores, the company recognized that European consumers wanted more control over their devices, even if that meant taking on some additional risks.

To mitigate these risks, Apple has assured that it will continue to conduct both automated and manual security checks on all apps, and third-party app stores will be required to meet certain security criteria. However, Apps distributed through these stores will not be subject to the same content or quality controls as apps in the App Store.which could result in a more diverse, but potentially less secure, user experience.