Ironically it all started with Cydia and "hacking" the iPhone until executives understood they can make a cut.
The EU did help to some extent by requesting Apple to enable non-appstore apps. but sadly, instead of doing the right thing of simply having a user switch that allows me to decide if I want to put my device at risk, they went with provisioning that seems to be agreed.
So now, we're getting the same slap from Google/Android which I must say very strangely gets blessing from very specific governments:
> The requirement goes into effect in Brazil, Indonesia, Singapore, and Thailand. At this point, any app installed on a certified device in these regions must be registered by a verified developer.