While discussing with @never_released I think that there is one option for Apple to allow side-loading of apps.
Modern iPhones can run a full virtualized system. Apple could boot a secondary, untrusted VM to run apps in a real sandbox (not the toy sandbox we have today).
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This works for me.
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I took inspiration from China where they were forever shrink-wrapping sample bottles of stuff to unrelated products as a promotion.
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