Apple and Google Accept UK Oversight Measures on App Store Practices

TLDR

• UK CMA pressures Apple and Google to reform app review and ranking practices.
• Apple and Google agree to stop favoring their own apps in UK app stores.
• New UK rules require transparency in how Apple and Google approve apps.
• Apple opens iOS features to rivals as UK regulator targets app store power.
• App store fees remain untouched as CMA secures limited UK reforms.

Apple and Google will change how the Apple App Store and Google Play Store operate in the UK. The move follows action by the Competition and Markets Authority (CMA).  The CMA said the commitments aim to make app store rules clearer and treatment fairer for UK app developers. The companies plan to implement the package from 1 April 2026, while the regulator continues work on reforms.

UK mobile platforms face new conduct expectations

The CMA designated Apple and Google as holding “strategic market status” in smartphones in October 2025. That designation gives the regulator powers to set conduct requirements in digital markets. The CMA said it moved quickly to secure voluntary commitments that address concerns about market power in app distribution.

CMA chief executive Sarah Cardell said the commitments provide “a practical route” to address issues the regulator identified. She said the approach reflects the flexibility of the UK digital markets competition regime. She said it also supports faster progress for consumers and businesses.

Fair app reviews and developer data safeguards in UK

Under the commitments, Apple and Google will set clearer standards for app reviews and approvals. The CMA said the firms will increase transparency on how they assess apps and apply rules. The regulator also said the companies will not give preferential treatment to their own apps in rankings and discovery tools.

Apple and Google also agreed to protect information that developers share during app submission and updates. The CMA said the firms will not use data from third-party developers in ways that disadvantage rivals. The companies will also provide data to the CMA on review outcomes, timeframes, and complaints to support oversight.

iOS interoperability commitments and unresolved payment fee concerns

The CMA said Apple will create a clearer process for developers to request access to iOS features. The CMA wants interoperability so developers can build products that compete with Apple services. The commitments cover areas such as digital wallets and live translation.

The CMA has not yet secured changes to app store commissions, which can reach 30% on some in-app purchases and subscriptions. The regulator said it still prioritises “steering” options that let developers direct users to alternative payment methods.

It also said any UK action should reflect steps in other jurisdictions. The CMA said it will monitor implementation and can impose formal requirements if the companies do not follow through.

The CMA has opened a consultation and asked developers and other stakeholders for feedback on the commitments. It said responses will help shape future conduct requirements. The CMA invited views by 3 March 2026 before commitments take effect on 1 April.

The CMA also pointed to the size of the UK app economy when announcing the package. It said the UK has Europe’s largest app economy by revenue and developer count. The CMA estimated the sector contributes about 1.5% of UK GDP and supports around 400,000 jobs.

EU regulators have taken a more interventionist route in parallel cases. The European Commission said it fined Apple €500 million in April 2025 under the Digital Markets Act. Apple has argued that some interoperability rules can affect privacy and security design choices.

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