Apple and Google have agreed to make changes to how their mobile app stores operate in Britain, following intervention by the UK’s Competition and Markets Authority (CMA), in what the regulator described as an important early outcome of its tougher digital competition regime.
The CMA said on Tuesday that Apple and Google, whose iOS and Android operating systems dominate the UK smartphone market, had committed to improve fairness and transparency for thousands of developers that rely on their app stores to distribute software and reach customers.
In October, the watchdog designated both companies as having “strategic market status” in smartphones, granting it new powers to require targeted remedies aimed at boosting competition and curbing anti-competitive practices.
UK App Store Competition and Developer Transparency
Developers have long complained that decisions around app approvals, rankings and reviews can be unclear, inconsistent and difficult to challenge. Under the new commitments, Apple and Google have agreed to ensure that app store rankings and review systems operate fairly and to provide clearer explanations of decisions affecting developers.
The companies also pledged to safeguard commercially sensitive data collected from developers, addressing concerns that platform owners could use such data to gain an unfair advantage.
In addition, Apple said it would allow developers to request greater access to certain iOS features, enabling them to build competing products in areas such as digital wallets or live translation services.
Commission Fees Remain Unresolved
However, the agreement stops short of addressing what many developers consider the most contentious issue: commission fees of up to 30% on app purchases, subscriptions and in-app payments. The CMA previously identified these fees as a “key concern” and said it remained focused on allowing developers to steer users towards alternative payment methods.
The regulator said any action on fees would need to reflect developments in other jurisdictions and confirmed it was continuing discussions with both companies.
Flexible UK Approach Compared With EU
CMA chief executive Sarah Cardell said the regulator had opted to secure voluntary commitments rather than immediately impose formal requirements, arguing that the UK’s approach allowed for quicker results.
“These are important first steps while we continue to work on a broad range of additional measures to improve Apple and Google’s app store services in the UK,” she said.
The move contrasts with the European Union’s more aggressive enforcement, which included a €500 million fine against Apple earlier this year over App Store restrictions.
Apple and Google both welcomed the outcome, saying they valued ongoing dialogue with the CMA and remained committed to supporting developers while maintaining user privacy and security.
