On February 3, Apple publicly criticized a newly available pornography app on iPhones in the European Union, stating that the bloc's digital policy was eroding consumer confidence in Apple's ecosystem.
Since launching the App Store on iPhones in 2008, Apple has maintained strict control over the apps available for download, with former CEO Steve Jobs emphasizing in 2010 that excluding pornography from the iPhone was a "moral responsibility" and a key reason for Apple acting as a gatekeeper.
Apple's gatekeeper role in the EU evolved in 2022 with the implementation of the Digital Markets Act (DMA), which mandated Apple to permit alternative app stores. One such store, AltStore, has started offering an app named Hot Tub, which promotes itself as a private, secure, and elegant way to browse adult content.
Expressing apprehension, Apple highlighted the safety risks associated with such explicit apps for EU users, particularly children, and warned that these apps could undermine consumer trust in their ecosystem.
AltStore disclosed having received support from Epic Games, known for the "Fortnite" video game, which filed an antitrust complaint against Apple. AltStore used this backing to cover the fees charged by Apple to alternative app stores under EU investigation.
While Apple's process for alternative app stores mandates a cybersecurity review called "notarization" to identify known malware, it does not involve scrutinizing the app's content.
Despite Apple's notarization of Hot Tub, AltStore labeled it as the "world’s 1st Apple-approved porn app," which incited Apple's disapproval.
Apple clarified it does not endorse such apps and is compelled by the European Commission to allow their distribution, refuting claims made by AltStore.
In response to inquiries, AltStore redirected press communication and clarified that their comments were related to Apple's notarization decision, not endorsement.
Epic Games' CEO, Tim Sweeney, supported laws like the DMA, arguing against Apple's monopolistic control over competing apps and stores, which he believes stifles competition.
Additionally, Sweeney stated that Epic Games' own EU app store, launched in the previous year, does not offer the Hot Tub app or any pornography apps.