Some representatives from smaller browser companies also said they wanted to include more information in Apple’s selection process, such as definitions of what a browser is for less tech-savvy users and descriptions of the unique features of different browsers. “It’s really, really important to give people information about the choice and also to give people information about what they’re choosing,” said Kush Amlani, a global competition and regulatory consultant at Mozilla, maker of the Firefox browser .
Sophie Dembinski, head of public policy and climate action at Ecosia, mentioned that Apple’s pop-up will appear to all iPhone users, even if they have already set an alternative browser as default in their phone’s settings. In comparison, Google’s browser selection screen won’t appear for Android users if you’ve already followed the steps to set a preference for a third-party option.
While many developers are unhappy with Apple’s implementation, not every company whose browser appeared on the selection screen expressed frustration. “We believe Apple’s approach to presenting the browser selection screen is fair and acceptable,” said Andrew Moroz Frost, founder of Aloha Browser. He pointed out that the random order of browsers displayed in the pop-up is an example of Apple designing it in a fair way.
Richard Socher, the founder and CEO of You.com, seemed more encouraged by the introduction of a browser selection screen that includes the search-focused launch than frustrated by Apple’s implementation. “I think it’s great that the default setting isn’t already preset,” he says. Socher also highlighted the random order as a positive sign.
Is this choice Screen a real game changer for alternative browsers to increase their user base? “We expect to have a clear picture of user growth within months, not weeks,” says Dembinski. While some browsers have reported early increases in downloads, it seems too early to make sweeping generalizations about the long-term effectiveness of Apple’s selection screen.
“We want to encourage platform providers to create a level playing field for app developers around the world, not just in the EU,” says Jan Standal, vice president of product marketing at Opera. Some of the companies WIRED spoke to remain hopeful that the DMA’s precedent of browser selection screens will spur international software changes.
Shortly after Apple’s launch of the choice screen, the European Commission announced that the screen would be part of its broader investigation into how Apple, Google and Meta might be violating these updated rules: “The Commission is concerned that Apple’s actions, including “The design of the web browser selection screen may prevent users from actually exercising their choice of services within the Apple ecosystem, in violation of Article 6(3) of the DMA.” In keeping with slow-moving tradition, it may take up to a year take time for this investigation to be completed.