Picture this: you’re at a theme park, and the only rides are two giant roller coasters, exciting, but a bit predictable. Suddenly, other attractions seem appealing, maybe less frequently visited but promising different experiences, like a water ride or a pirate maze. That’s exactly what alternative app stores offer – giving everyone a chance to break free from the crowd. So, if you are a mobile app publisher and you are looking for a Google Play or Apple App Store alternative, please buckle up!
What are app stores
Let’s start with the basics – app stores are platforms that allow for searching, buying, downloading, and usually reviewing digital software and applications. The two most renowned app marketplaces in the world – the Apple App Store and the Google Play Store, both trace their origins back to 2008. When they first launched, Apple’s App Store debuted with a selection of 500 applications, while Google Play Store, then known as the Android Market, offered just 50 apps. Currently, the Apple App Store hosts over 1.9 million apps, whereas Google Play has exceeded 2 million apps. In most of the world (except China), Apple and Google dominate the app store market, holding over 95% of the market share. However, some mobile app publishers consider alternative app stores, as market giants’ platforms are saturated and have strict content policies and approval processes, but these are not the only causes.
Alternative app store types
Before delving deeper into the reasons why digital app and games publishers could think about alternative app stores, let’s see what their main categories are:
- Indie app stores are independent platforms that give developers a lot of freedom and are not built by device manufacturers;
- Phone brand app stores (Original Equipment Manufacturer – OEM-specific stores), in contrast to the platforms mentioned above, are created by device manufacturers;
- Alternative Apple App stores are app stores that, since January 2024, are allowed alternatives to the official iOS store.
Benefits and challenges of publishing apps in alternative stores
Benefits:
- Because of the fact that alternative app stores want to convince app developers to choose their platform, they often offer profitable conditions, for instance, tempting revenue-sharing models, but also less strict submission terms;
- Better visibility among niche communities and regional audiences. Gaining recognition in a highly competitive environment, such as Apple and Google’s app stores, can be challenging. It’s easier to stand out in smaller, more specialized platforms, which are more suitable for specific users’ interests, devices, or regions;
- What’s vital is that users can also benefit from alternative app stores. From finding unique applications that are not available on either the Apple App Store or the Google Play to curated collections that make the searching process easier.
Challenges:
- Due to the fact that alternative app stores are more niche, you probably will need to get creative with marketing. Additionally, when it comes to App Store Optimization, you may find fewer resources on the subject. However, it’s vital to implement proper keywords, include high-quality screenshots, or invest in paid promotional campaigns using, for instance, playable ads to increase visibility and discoverability of your app;
- In case you decide to distribute an app through several channels, you will have to adhere to different app store rules, like those regarding data privacy, as well as initial requirements. It probably would require a lot of resources and time;
- Users might worry more about security issues, as they usually trust Google Play and the iOS App Store more. The solution you might want to implement is ensuring your app meets all the necessary security standards and actively communicating all the work you’ve done.
New EU regulations and their impact on the iOS ecosystem
The good news for mobile app publishers who distribute their app through the Apple App Store in the European Union is that, since the beginning of 2024, they don’t need to restrict themselves to it. The change was the effect of the Digital Markets Act – DMA. It’s important to note that only users residing in the European Union can download apps from alternative app stores. On the other hand, Google Play has long allowed developers to distribute Android apps through various channels.
Interestingly, in 2024, another significant change took place: a U.S. court ruled that Google must permit other app stores to be available for download in the USA from the Google Play Store. Users of the Apple App Store don’t have this option in any world region.
Most popular alternative app stores
- Samsung Galaxy Store is an OEM-specific store offering global reach, an 80:20 revenue share model for paid apps, and an 85:15 revenue share model for subscriptions. It’s a preinstalled solution on Samsung phones and requires a user login in some regions to download and update apps. Additionally, Samsung’s strong presence in the smartphone industry further proves the significance of its app store. According to Canalys’ research on the Global smartphone market, Samsung ranked as the second-largest smartphone vendor in Q4 2024, only after Apple;
- Huawei AppGallery is yet another phone brand’s app store. It serves as the official app distribution platform for Huawei devices, and it has been particularly necessary for Huawei since the U.S. sanctions in 2019. Due to this, their smartphones are being prevented from being sold with preinstalled Google apps. Interestingly, despite the turmoil, the 2023 Mobile Games Awards in London recognized AppGallery as the “Best Alternative App Store of the Year” at its industry gala. Huawei AppGallery revenue share changes depending on the type of app, the location, and whether it’s a download or in-app purchase. In most cases, it’s 80:20 and 70:30;
- Setapp Mobile is an Apple App Store alternative that’s available for users in European Union countries. It offers a curated selection of premium applications for iOS and macOS users. Setapp offers an innovative way of calculating revenue. Developers earn 70% of the user subscription revenue. This means that Setapp checks how frequently an app is used and distributes the portion of a user’s subscription to an individual app publisher. Plus, there is a chance to earn an extra 20% of each user subscription for those who successfully refer new users;
- Itch.io primarily focuses on indie games and experimental software, offering developers complete control over pricing, revenue share, and distribution. Contrary to the practices of larger stores, Itch.io employs a “pay-what-you-want” system, letting developers establish their prices and giving customers the freedom to contribute more if they desire. Itch.io supports both iPhones and Android devices;
- Epic Games Store operates on an 88:12 revenue share model, giving developers significantly better conditions than most competitors. The app store is available for Android, iPhone, and iPad users in the European Union. Known for its regular promotions and unique exclusive content, the store attracts a significant number of users. It concentrates on high-quality blockbuster games but also promotes indie titles.
How to choose the best alternative app store
Here’s what to look for when in search of the best alternative app store:
- Before committing to one app store, it’s necessary to conduct research, and in the first place, consider whether the app stores you’re thinking about align with your user base and device. For instance, when you design an app that addresses the problems of Chinese users, you should make sure that it will be available in the Chinese region. Or in case you’ve created an app for iOS, look for Apple App Store alternatives;
- The second vital question is about the app store’s reputation and quality. Some alternative app stores have already gained their name, such as Huawei AppGallery and Samsung Galaxy Store. Of course, it’s going to be more challenging to assess the quality of new app stores;
- What’s more, before submitting your app to an alternative app store, understand their rules and the process of uploading an app. Some alternative stores might let you upload your app quickly, while others might check everything more carefully;
- Lastly, take a closer look at the financial aspects. What does the revenue share look like on this platform? What are the fees?
The future is in your hands!
For mobile app publishers, picking the right app store is just one piece of the puzzle; another big decision is how to actually make money from your app without the headache. That’s where a good monetization partner comes in, helping you earn more while you focus on what really counts, building an excellent app! optAd360 has smart, automated solutions for mobile app monetization and mobile game monetization, making it a breeze to earn more without getting lost in the technical stuff.
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