> We’re providing more flexibility for developers who distribute apps in the European Union (EU), including introducing a new way to distribute apps directly from a developer’s website.
Important limitation if you click through to the "Getting ready for Web Distribution in the EU" page:
> To be eligible for Web Distribution, you must [...] be a member of good standing in the Apple Developer Program for two continuous years or more, and have an app that had more than one million first annual installs on iOS in the EU in the prior calendar year.
