Challengers Approach: Third Party App Stores Arrive to Google Play

If you are an Android user, you may have noticed it already: Google has begun allowing rival, third-party app stores to be distributed through the Google Play Store. And if you are a developer, you may have noticed new options for billing and distributing your apps. 

For years, Epic Games, maker of games such as Fortnite, has been suing Google, alleging violations of antitrust law. Specifically at issue were Google’s restrictions on the distribution of alternate app stores through the Play Store, restrictions on app developers who have little practical choice but to distribute their apps through the Play Store, and Google’s rules governing in-app payments and the fees associated with them. 

Epic’s challenge ultimately resulted in a court order requiring significant changes to Google’s practices. Among other changes, rival, third-party Android app stores are now allowed to access the Play Store’s catalog and to be distributed through the Google Play Store. Developers also have greater freedom to direct users to alternative payment and distribution options.   

These changes give users and developers more choices and create new opportunities for competition in the Android ecosystem, breaking the power Google once had over many facets of the app ecosystem. This is a win for competition and antitrust enforcement. But the benefits can extend beyond competition itself—more meaningful choice can also create opportunities for greater freedom of online expression, privacy, and security. 

With alternate app stores able to compete for Android users, Google no longer has the first and last say on what apps can reach users and on what terms. Developers have more options for reaching their audiences, rather than having a single company’s rules determine the terms of access. 

More importantly, Android users are no longer trapped in an arrangement of feudal security with Google, where users must depend on the goodwill of a monopolist to protect them and guarantee their safety. If Google does not adequately protect their data or security, Android users can now switch to a competitor that does a better job. And if that competitor fails them, they can choose another. 

Competition in the app store market therefore means competition not only over which apps are offered, the user experience, and developer fees, but also over privacy and security. Users and developers gain something fundamental in the process: the ability to choose. 

As we’ve previously written, antitrust has never been just about prices—it’s also about power. It is about who gets to control and shape the future of the internet. A world in which a handful of dominant platforms can dictate how users access apps or programs, how developers reach them, and what rules govern those interactions is one in which users have fewer meaningful choices. Without Epic’s successful antitrust challenge and the changes that followed, users would have remained in a world of feudal security, where they would have been left begging their feudal tech lord for more. 

The arrival of competitor app stores on Google Play does not solve every problem with the Android ecosystem. But it opens the door to something that dominant platforms have spent years trying to keep out: meaningful competition. And each new competitor gives users another opportunity to choose something better.