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The problem here is that there is a centralized app store that can gate your product.

On Windows, you could just host the msi or exe on your website.

This is a Mac app, not iOS.

This would be analogous to Microsoft kicking them off the windows app store. You could still download it manually.

For now. The walls are getting higher on MacOS lately.

Of course the same is true on mac, as well. Both OSs have stores, but allow sideloading.