Apple will allow iPhone apps to be downloaded directly from their developers’ websites for the first time, a major concession to European regulators that marks the third time this year the big tech group has been forced to change its plan to comply with landmark EU rules.

The move to allow so-called sideloading in Europe, which will come into effect later this spring, comes after pressure from developers to be able to distribute their software outside the App Store and threatens a core component of Apple’s $85bn-a-year global services business.

As part of the latest changes announced on Tuesday, developers will also be able to offer their own apps on an alternative marketplace without having to be on the App Store and will be able to offer promotions directly to their customers in whatever way they want. Both changes are effective immediately for customers in Europe.