Stay informed with free updates
Simply sign up to the Big Tech myFT Digest — delivered directly to your inbox.
The UK competition regulator has stopped short of imposing Brussels-style rules on how Apple and Google run their mobile app stores, instead accepting the Big Tech companies’ assurances that they will treat developers fairly.
The Competition and Markets Authority on Tuesday said Google and Apple must commit to reviewing and ranking apps “in a fair, objective and transparent way”, while Apple must give developers more access to its systems, such as digital wallets.
The regulator said it had opted for “commitments” from the companies rather than formal conduct requirements as the measures are part of a wider programme of work, which should address other key issues over the coming months.
Both Apple and Google welcomed the proposals, but they are likely to disappoint software developers such as Fortnite maker Epic Games, whose chief executive has accused the UK of lagging “well behind” other countries in tackling the Big Tech groups.
Apple has repeatedly clashed with Brussels over the implementation of the EU’s Digital Markets Act, making changes to its platform after the European Commission accused the iPhone maker of failing to comply with its “online gatekeeper” rules.
The DMA also requires Apple to open up iOS features and data to its rivals and has demanded changes to its App Store, such as allowing users to install apps from outside its store. Apple has accused Brussels of undermining its users’ security and privacy with the measures, which are among the world’s toughest tech regulation regimes.
One commitment that was notably absent from the CMA’s announcement was a measure in relation to the so-called “Apple tax” — the commissions of up to 30 per cent that both Apple and Google charge developers for purchases and subscriptions of digital goods and services through their app stores. The CMA said there would be an update on this in the first half of the year.
“The CMA is releasing the new rules in batches. This first batch is so lightweight that it barely exists, and the promises made by Google and Apple are not legally binding in any case,” said Tom Smith, competition lawyer at Geradin Partners and a former CMA director, who has acted for clients litigating against Google and Apple over the app store commissions.
The CMA pledges come after the antitrust regulator handed the tech giants “strategic market status” [SMS] last year due to their dominance in the mobile market. The UK introduced new laws in January 2025 aimed at curbing the dominance of a few large players in digital markets.
Between 90 and 100 per cent of UK mobile devices run on Google or Apple’s platforms, giving the companies, in effect, a duopoly on the market.
The CMA has said it will move to implement formal conduct requirements “swiftly” if the companies fail to implement the commitments effectively. This would then mean they would be subject to fines of up to 10 per cent of global turnover if they breached conduct requirements.
Last week, the CMA published separate conduct requirements for Google in relation to its SMS designation over its search function. As part of those pledges, the agency is seeking to give publishers more control over how their content is used to power Google AI services.
“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,” said Sarah Cardell, chief executive of the CMA.
“[This includes] enabling more choice and innovation in digital wallets, boosting the UK’s fintech sector and potentially supporting the rollout of digital IDs.”
The CMA has said it will monitor and publicly report on Google and Apple’s implementation of the changes, which will come into force in April following a short consultation.
The companies must provide the regulator with data in relation to the proportion of apps submitted for review and what happens to them, the number of complaints received and the outcomes, and what interoperability requests have been received and the result of such requests.
Apple said: “The commitments announced today allow Apple to continue advancing important privacy and security innovations for users and great opportunities for developers. We appreciate the positive and ongoing dialogue with UK officials.”
Google said: “While we believe Play’s existing developer practices are fair, objective and transparent, we welcome the opportunity to resolve the CMA’s concerns collaboratively.”
date: 2026-02-11 04:04:00