Fast Company interviews Phil Schiller and here are two interesting bits (though the whole thing is worth the read!):

“We’ve put together over 600 new APIs for developers to give them the tools to build a marketplace, install an app, let the user have control of that process,” Schiller says. “We’ve done a lot of core engineering [to help make things easier for alternative app store developers], and we’re going to continue to.” 

“It’s important to note, however, that this notarization process isn’t as in-depth as the App Store’s traditional review, which also checks, among other things, that an app is following content rules. Still, this notarization should be enough to stop a malicious app that’s attempting to mimic a real app (say, from Facebook or Starbucks) from being installed on a user’s iPhone.”

Apple’s working overtime to “scare” folks from not using alternate storefronts, which they’re calling “Alternative App Marketplaces” to distinguish from their own App Store. That said, I think users have the choice in the matter here. There’s an argument to be had. Put the safeguards in place and let them decide.

I’m willing to bet most normal users, who aren’t enthusiasts or tech geeks like me, won’t even bother installing an “alternative app marketplace” or sideload an app unless they’re required to. My aunts certainly haven’t thought about that in years — they’ve used most of the default apps that come with their iPhones since switching a few years ago! I don’t foresee anything changing there.

I highly recommend reading my previous post on this topic, as well as friend of the blog Riley Testut’s 9to5Mac interview.