As part of its ongoing efforts to enhance digital market competition, the European Union has recently enforced a new directive requiring Apple to display alternative web browsers to users upon updating to iOS 17.4. This change is part of a broader attempt to ensure fair competition and consumer choice on platforms that traditionally favor proprietary software, such as Apple's iOS.
Traditionally, iPhone users launching the Safari browser were not presented with options for browsing alternatives. While it has always been possible to download other browsers from the App Store, they too must conform to using Apple’s WebKit as their underlying engine, a requirement that has been a point of contention among developers of popular browsers like Chrome and Firefox.
The new policy by the EU mandates that users be shown a list of browsers upon opening Safari for the first time after an update. This list includes 15 different browsers, selected based on their popularity within specific EU countries, and is presented in a randomized order to avoid any bias.
Despite the intention behind these regulations, the implementation has not been universally welcomed. Jon von Tetzchner, CEO of Vivaldi, criticized the approach, suggesting that the choice of browser should be presented during the initial setup of the device rather than when launching Safari. He argues that introducing the options at this stage might lead many to bypass them and stick with Safari, especially given that the setup process occurs only once, while Safari is accessed frequently.
On the other hand, representatives from other browsers like Aloha see Apple's method of presenting these alternatives as "fair and acceptable." They commend the company for not pre-selecting Safari and for the unbiased, randomized presentation of alternatives.
While this move by the EU aims to empower consumers by providing them with more choices, it also raises questions about the actual impact on user behavior. Many may view the new browser prompt as a minor inconvenience and continue to use Safari out of familiarity.
The response from the business community has been mixed, with some developers expressing frustration over what they see as a superficial solution that might not genuinely foster competition or enhance consumer awareness about the different browsers available.
This EU regulation highlights the ongoing debate between regulating authorities and large tech corporations about the best ways to ensure fairness and competition in the digital marketplace. As this new policy rolls out, its effectiveness and reception by both users and developers will be crucial in shaping future regulations in the tech industry.
