If you have an Android device, you likely download most of your apps from the Play Store. Maybe you sideload the occasional app from a website, or from your device’s proprietary store (e.g., Samsung Store) but, for the most part, the Play Store is the go-to place for apps on Android. That seems to be changing.
While the Play Store isn’t going anywhere, Google is making third-party app stores available through its own official app store. As reported by The Verge, starting July 22, developers will be able to roll out their own app marketplaces for users to download on the Play Store. Those third-party app marketplaces can then sell their own apps, as well as pull from apps that Google hosts on the Play Store. In fact, all apps created by U.S.-based developers will be made available on these third-party app marketplaces, unless those developers opt out.
While third-party app marketplaces can distribute apps outside of the Play Store, they are still subject to Google’s rules. In fact, there’s a host of requirements developers must follow, including terms regarding security, privacy, and user safety. In addition, app marketplace developers will need to pay Google $5,000 upfront for security and policy reviews to onboard Play Store apps, and will need to pay the fee annually.
Why are third-party app marketplaces coming to the Play Store now?
As The Verge explains, this decision is the byproduct of an agreement between Google and Epic Games. Epic Games has been taking Google and Apple to court for years, ever since Fortnite was pulled from both the iOS App Store and the Play Store. Epic Games was frustrated by both platforms’ steep fees for developers, and, in protest, offered a way for users to pay Epic Games directly to skirt the fees—violating App Store and Play Store policies.
Back in 2021, a judge decreed that Google had an illegal monopoly over Android applications, and, as such, needed to allow third-party app stores to operate on its platform. Google has been trying to undo the ruling for nearly two years since, and nearly succeeded, by getting Epic Games to settle the case for $800 million. Google had agreed to allow third-party app stores, but not through its Play Store, which the judge found insufficient. Both Google and Epic Games were due in court on Thursday to continue the discussion, but Google has since withdrawn its motion. A spokesperson for the company shared the following with the judge:
What do you think so far?
“We’ve agreed with Epic to withdraw our motion to modify the U.S. Court’s injunction rather than prolonging this process which creates uncertainty for the ecosystem. This allows us to focus on executing our recently announced global business model evolution to deliver greater app store choice, lower prices, and more opportunities for developers and users. We remain committed to maintaining Android’s industry-leading security and fostering a competitive ecosystem where every app store and developer has the freedom to compete. In parallel, we continue to comply with the U.S. Court’s injunction.”
We won’t know exactly how things will work until these third-party app marketplaces hit the Play Store. In theory, it should be a similar experience for users, since Google has such strict requirements for app marketplace distributors. But while Epic Games is sure to roll out a third-party app marketplace, we’ll have to see who else decides to take the plunge. Apple offers third-party app stores, but only in the EU, where regulations force them to.
