Apple voices concern over EU's alt-app store laws as first porn app for iPhone raises safety issues

Apple has raised concerns about the introduction of a pornography app, Hot Tub, now available on iPhones in the European Union. The app, distributed through AltStore, is part of a broader shift in the EU’s digital policy under the 2022 Digital Markets Act (DMA), which requires tech giants like Apple to allow alternative app stores.  

Apple, however, has expressed concerns over the safety risks posed by such apps, especially to younger users, and believes they undermine consumer trust in the Apple ecosystem.

Changes to Apple’s gatekeeper role in the EU

Since the launch of the iPhone App Store in 2008, Apple has exercised tight control over which apps are allowed on its platform. In 2010, then-CEO Steve Jobs famously stated that keeping pornography off the iPhone was a “moral responsibility.” This role as a gatekeeper was a cornerstone of Apple’s approach to app distribution.  

However, the DMA has shifted this dynamic in the EU, requiring Apple to allow alternative app stores. One of these, AltStore, has begun distributing the Hot Tub app, which it markets as “a private, secure, and elegant way to browse adult content.”

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Apple’s response to this new development has been clear. In a statement, the company said it was “deeply concerned about the safety risks” that apps like Hot Tub pose, particularly to children. Apple expressed that such apps could erode consumer trust and confidence in its ecosystem, calling it a potential setback for the company’s reputation for security and privacy.

AltStore and Epic Games’ role in the controversy

AltStore, the alternative app store distributing Hot Tub, has received backing from Epic Games, the creator of the popular video game Fortnite, which has previously pursued an antitrust case against Apple. According to reports, Epic Games provided funding to AltStore to help cover fees Apple charges to alternative app stores.  

While AltStore claims the Hot Tub app has passed Apple’s “notarization” process, which checks for cybersecurity threats like malware, Apple has clarified that this does not mean it approves the content of the app. In fact, Apple categorically stated that it would never allow such an app in its official App Store.

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In response, AltStore took to social media, claiming that the notarization of Hot Tub by Apple made it “the world’s 1st Apple-approved porn app,” a statement that sparked a strong reaction from Apple. The tech giant reiterated that it is only required by the European Commission to allow such apps to be distributed on alternative stores under the new DMA regulations, but it does not approve of their content.

Epic Games and the push for alternative app stores

Epic Games, which has been a vocal advocate for laws like the DMA, also weighed in on the controversy. CEO Tim Sweeney stated that the company supported the DMA because it believed that when Apple holds the power as the gatekeeper for competing apps and stores, it misuses that power to disadvantage competitors.  

However, Sweeney pointed out that Epic’s own app store in the EU, launched last year, does not host the Hot Tub app and has never carried any pornographic content.

This ongoing debate highlights the tension between Apple’s long-held control over its app ecosystem and the new regulatory environment in the EU, which is pushing for greater competition and more options for consumers. As the Digital Markets Act continues to reshape the digital landscape, both Apple and its competitors will need to navigate these changes carefully, balancing security, competition, and content concerns.