MEF CEO Dario Betti discusses Apples fight against adult material in its app store in the wake of the Digital Markets Act, and the impact of new content regulations in app stores. What is the debate about and what does it mean for Apple and the wider digital content landscape?
Apple is fighting pornographic material reaching iPhones via downloads from the newly mandated competitors to Apple’s App Store. In recent months, the digital landscape in Europe has undergone significant changes due to the introduction of the Digital Markets Act (DMA) and new content regulations in alternative app stores.
The EU’s new regulatory landscape is reshaping how mobile ecosystems operate. While the DMA offers opportunities for increased competition and innovation, it also introduces challenges that require careful navigation. Protection of minors was not a high consideration for closed app stores. However, phones give access via their web browser to a potentially much wider set of inadequate content. Companies, regulators, and stakeholders must work together to balance openness with safety. The future of Europe’s mobile ecosystem depends on maintaining this delicate balance—fostering innovation while ensuring that users, particularly vulnerable populations, remain protected.
Background: Apple’s Controversy with the Hot Tub App and AltStore
Apple recently voiced its concerns regarding a new adult-oriented application called Hot Tub, distributed through AltStore, a third-party app store backed by Epic Games, the developer of Fortnite. The launch of Hot Tub and Apple’s reaction shows the growing tensions between regulatory enforcement, corporate control, and consumer safety.
Apple’s concerns are not without merit. The company’s argument centers around user safety and content regulation, particularly when apps bypass the scrutiny of Apple’s internal review processes. With third-party app stores gaining access to millions of users, the potential for malicious apps, inappropriate content, and security vulnerabilities increases.”
At the core of this controversy is the DMA (Digital Market Act) a regulation from the European Union. The DMA is a regulatory framework designed to limit the dominance of major tech gatekeepers by requiring companies like Apple to allow third-party app stores on their devices. For years, Apple maintained a tightly controlled ecosystem through the App Store, which allowed the company to curate content, enforce security protocols, and block apps it deemed inappropriate.
The arrival of third-party app stores has disrupted this control. According to Bloomberg and other outlets, Apple acknowledged that while Hot Tub underwent the mandatory cybersecurity review (a process called “notarization”), it opposed the app’s distribution due to its explicit nature. Apple warned that adult applications like Hot Tub could compromise user safety and erode consumer trust in its ecosystem—especially when it comes to protecting minors.
AltStore escalated the controversy by promoting Hot Tub as “the first pornographic app approved by Apple” on social media platform X. Apple quickly refuted the claim, clarifying that it had not approved the app and would not offer it on the official App Store. The company emphasized that the EU’s regulatory framework obligated them to permit the app’s distribution through third-party platforms.
Understanding the Digital Markets Act (DMA) and Its Implications
The DMA, a cornerstone of the EU’s broader Digital Services Act package, aims to foster competition by preventing large tech companies from exerting monopolistic control. Key provisions include:
- Opening mobile ecosystems to third-party app stores.
- Allowing developers to use alternative payment systems within apps.
- Enhancing interoperability across platforms.
For years, Apple’s strict control over the App Store was criticized as stifling competition and limiting consumer choice. The DMA directly addresses these concerns by requiring Apple to allow external app stores like AltStore to operate on iOS devices.
However, Apple’s concerns are not without merit. The company’s argument centers around user safety and content regulation, particularly when apps bypass the scrutiny of Apple’s internal review processes. With third-party app stores gaining access to millions of users, the potential for malicious apps, inappropriate content, and security vulnerabilities increases.
Tim Sweeney, CEO of Epic Games and a vocal advocate for the DMA, has consistently argued that Apple’s control limits innovation and unfairly disadvantages competitors. In his defense of the regulation, Sweeney stated that developers should have greater freedom to distribute apps without facing unnecessary restrictions.
Striking a Balance: Competition vs. Consumer Protection
The debate over app store regulation reflects a broader tension in the mobile ecosystem. On one hand, opening up platforms promotes market dynamism, innovation, and greater developer opportunities. On the other hand, it introduces new risks related to content moderation, user safety, and cybersecurity.
Apple’s strict approach to content regulation stems from its long-standing philosophy. Former CEO Steve Jobs famously described the company’s responsibility to block adult content as a “moral obligation.” This stance has shaped Apple’s identity as a brand committed to providing a safe and curated user experience.
However, the mobile ecosystem is no longer isolated from broader societal concerns, including digital inclusion, freedom of choice, and fair competition. As regulators push for more open ecosystems, tech companies must find ways to address security concerns without reverting to restrictive practices.
Alternative models could provide a path forward
- Shared content review standards: Establishing baseline content review criteria for all third-party app stores could mitigate risks without stifling competition.
- User controls and transparency: Empowering users to set their own content preferences and providing detailed security notifications could enhance trust in alternative platforms.
- Collaboration between regulators and industry leaders: Ongoing dialogue is essential to ensure that regulation keeps pace with technological developments.
