For the first time, Google has begun distributing a third-party app store directly through the Play Store. Aptoide became the first competitor — and its arrival is a direct result of Google's long-running antitrust conflict with Epic Games, writes Ars Technica.
The court forced Google to change its rules
In 2023, Judge James Donato ruled in favor of Epic and ordered Google to grant third-party stores broader access to the Android ecosystem. Beyond reducing fees and permitting alternative payment methods, Google was required to effectively open the Play Store to competing platforms.
This was precisely the scenario the company tried to avoid. Google and Epic had agreed on a settlement that would have allowed third-party stores to install more easily on Android without being hosted directly inside Google Play. However, the agreement was ultimately withdrawn, forcing Google to comply with the court's requirements.
Now, Android users in the US can install Aptoide straight from the Play Store — without downloading APK files or facing third-party installation warnings. Games can then be downloaded via Aptoide in virtually the same way as through Google Play itself.
According to Aptoide CEO Paulo Trezentos, the platform gained access to a catalog of approximately 1.9 million apps and 295,000 games. Developers, meanwhile, have the option to opt out of having their apps listed in third-party stores.
So far, Google Play has barely changed
Despite the landmark ruling, competition currently appears symbolic. Aptoide is currently the only entry in the Play Store's new third-party store section.
Potentially, the situation could shift rapidly. Epic Games has its own store, and Microsoft is preparing a mobile Xbox Store. The arrival of such players would transform Google Play from effectively the sole app marketplace into a portal through which users can access multiple Google competitors at once.
However, entering the Play Store won't be easy for third-party platforms. Google requires compliance with security rules and submission of APK files for verification. Furthermore, store operators must pay an initial fee of $15,000, $5,000 of which goes toward app inspection.
For now, Aptoide remains Google's sole competitor inside the Play Store. But the very fact of its arrival shows that Epic's years-long fight with Google has already begun reshaping the rules of the largest mobile ecosystem.
Follow NEWS.am Tech on Facebook and Twitter