Another country has taken a sledgehammer to Apple’s long-standing control over app distribution, as Brazil has officially ordered Apple to allow sideloading on iOS devices. The tech giant now has 90 days to comply with the ruling, which would enable iPhone users to install apps outside the App Store, much like APK installations on Android.
Brazil joins a growing list of nations—including Vietnam and the European Union (EU)—that are dismantling Apple’s closed ecosystem, pushing for greater consumer choice and market competition. The court emphasized that Apple has already complied with similar regulations elsewhere, making it increasingly difficult for the company to justify restrictions in other markets.
As expected, Apple is preparing to appeal the decision. The company has long argued that sideloading poses a major privacy and security risk, claiming that third-party app installations could expose users to malware, scams, and data breaches. However, regulators and competitors continue to challenge this defense, questioning whether Apple’s push for “privacy” is genuine or simply a method of maintaining total control over iOS distribution and monetization.
The fight over sideloading has been brewing for years, particularly after Epic Games sued Apple in 2020, accusing it of anti-competitive practices. This lawsuit, combined with regulatory scrutiny worldwide, has chipped away at Apple’s ability to dictate how iPhone users install software.
Apple has faced similar legal challenges in the EU’s Digital Markets Act (DMA), which has already forced the company to permit third-party app stores and sideloading across European nations. Meanwhile, in 2022, Apple introduced App Tracking Transparency (ATT), requiring developers to request user permission for ad tracking, a move that many saw as both a privacy play and a competitive maneuver against platforms like Facebook and Google.
With the pressure mounting from multiple global markets, Apple’s long-standing resistance to sideloading seems to be cracking. If Brazil’s ruling holds up, it could set a precedent for more countries to follow suit, accelerating a shift in Apple’s app distribution model—whether the company likes it or not.
For iOS users in Brazil, this could be a game-changing moment, offering newfound freedom to install apps without App Store restrictions, potentially lowering prices and giving developers more flexibility in reaching their audiences.
Apple’s walled garden isn’t entirely falling yet, but another brick has definitely been knocked loose.
