So, here's the thing: Apple already has this, and has had it for a decade. When large companies want to have an internal app, they go to Apple and buy an enterp

So, here's the thing: Apple already has this, and has had it for a decade. When large companies want to have an internal app, they go to Apple and buy an enterprise signing certificate, and then you can just download and run the app. Well, almost - there's two hitches. 1. You have to manually trust the developer before the app will launch, which involves a huge dance of finding the developer trust settings (which are well hidden) and then selecting the developer of the enterprise-signed app 2. Apple will revoke your account if they catch your apps distributing outside of your organization Technically speaking, there's zero changes Apple has to make in order to allow competition in app distribution. It's all policy. Apple could implement notarization requirements like they did with macOS, and they should, but that doesn't affect the underlying fact that people worried about third-party app distribution are already too late to the party. Here's the thing: plenty of developers abuse the system anyway. But it's extremely obvious and signposted to the user that they're installing a third-party app Apple hasn't reviewed. You aren't going to just click a link on a Facebook ad and suddenly have malware on your phone.