Apple and Google have agreed to make major changes to their mobile app stores in the United Kingdom after pressure from the Competition and Markets Authority (CMA), marking a significant milestone in the country’s new digital competition regime.
The regulator said the commitments from Apple and Google represent an important first step in improving fairness and transparency for thousands of developers that depend on Apple’s App Store and Google Play Store to distribute apps, Sarah Cardell, Chief Executive of the CMA, said.
UK CMA Targets App Store Dominance
The CMA designated Apple and Google as holding “strategic market status” in smartphones in October, giving the regulator new powers to demand changes aimed at increasing competition. In October, CMA found Apple and Google’s mobile platforms held an effective duopoly, with around 90 – 100 percent of UK mobile devices running on Apple or Google’s mobile platform.
Apple’s iOS and Google’s Android power nearly all smartphones in the UK, making their app stores critical gateways for developers and businesses. Many developers have long complained that app review processes and store rankings are unclear and inconsistent. UK app economy generates 1.5 percent of the UK’s GDP and supports around 400,000 jobs.
Under the new commitments, Apple and Google will:
Ensure app store rankings and reviews operate in a fair and transparent way
Improve safeguards around data collected from developers
Provide developers with clearer processes and communication
Allow developers to request access to more iOS features to build competing services, such as digital wallets and live translation tools
The CMA said these changes should help level the playing field for developers and provide more predictable access to the app ecosystem.
App Store Commissions Still Under Scrutiny
Despite the progress, the agreement does not address one of the biggest concerns for developers: the commissions Apple and Google charge on in-app purchases, subscriptions, and digital goods.
The CMA previously highlighted commission fees of up to 30 percent as a key issue. The regulator confirmed that enabling developers to steer users toward alternative payment methods remains a priority, but said any changes must align with developments in other jurisdictions.
The watchdog will continue engaging with both companies on the issue.
Flexible UK Digital Markets Approach
The CMA emphasized that it chose to work collaboratively with Apple and Google to secure voluntary commitments instead of imposing formal enforcement measures.
CMA Chief Executive Sarah Cardell said the approach reflects the flexibility of the UK’s new digital markets regime and allows quicker results for businesses and consumers.
“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,” Cardell said.
Global Pressure on Big Tech App Stores
The UK’s move comes as regulators worldwide tighten scrutiny of Big Tech’s control over app marketplaces.
The European Union has taken a tougher stance, including fining Apple 500 million euros in April over restrictions in its App Store. Apple later proposed changes to its rules and fees in response.
Apple welcomed the UK agreement, saying it appreciated the “positive and ongoing dialogue” with the CMA and that the commitments would support privacy, security, and developer opportunities.
Google also welcomed the collaborative approach, stating it remains committed to providing a platform where developers can thrive and users can explore apps with confidence.
What It Means for Developers
The CMA’s intervention signals increasing regulatory momentum to reshape the mobile app economy. While commission fees remain unresolved, the new commitments could improve transparency, access to platform features, and overall trust in app store governance.
BABURAJAN KIZHAKEDATH