Apple is expanding its alternative app marketplace support beyond Europe for the first time. With the iOS 26.2 developer beta, Japanese users can now install third-party app stores such as AltStore PAL and Epic Games Store. The move marks Japan as the 29th country to gain access to alternative iPhone app marketplaces, ahead of the country’s December 18, 2025 regulatory enforcement deadline.
This development aligns with Japan’s Mobile Software Competition Act Guidelines, which prohibit companies like Apple and Google from restricting third-party app stores and payment systems on mobile platforms. The law, finalized by the Japan Fair Trade Commission in August 2025, follows legislation passed by the Japanese parliament in 2024 to promote competition in the smartphone market.
The iOS 26.2 beta gives Japanese iPhone users the ability to download and install apps outside Apple’s App Store, replicating the framework first introduced in the European Union under the Digital Markets Act. Screenshots shared online confirm that the feature is functional, though Epic Games has kept Fortnite’s in-app purchases region-blocked for now.
Apple’s global compliance approach appears to be shifting from reactive to structured rollout. By releasing iOS 26.2 weeks before Japan’s regulatory deadline, Apple is positioning itself to meet the new rules on schedule. This measured timing contrasts with earlier, last-minute adjustments made in the EU. The company has indicated that it will continue discussions with Japan’s Fair Trade Commission as implementation begins.
For developers, the change opens up new opportunities for alternative distribution and payment systems. Epic Games has already announced plans to reintroduce Fortnite and its storefront on iOS in Japan by the end of 2025. Smaller app makers may also benefit from reduced commissions and greater control over in-app transactions.
From a user perspective, iOS 26.2 signals the beginning of a more open iPhone ecosystem in Japan. Beyond app marketplaces, new provisions in the upcoming law will allow users to select default apps during setup and use alternative payment services. This mirrors the EU’s reforms and could further encourage competition in app development and service integration.
Globally, Apple faces similar antitrust pressures in countries like Australia, Brazil, and South Korea, where regulators are studying Japan’s and the EU’s models. Each region’s rules differ in scope and enforcement, meaning Apple’s compliance strategy will have to adapt to varied legal frameworks.
While Apple continues to argue that sideloading could compromise privacy and security, the introduction of third-party app stores in Japan highlights a significant turning point. The once tightly closed iOS ecosystem is now being reshaped by regulation, one region at a time. iOS 26.2’s rollout in Japan serves as the clearest example yet of how Apple’s control over app distribution is evolving under global scrutiny.
