TLDR

  • The UK’s Competition and Markets Authority (CMA) is exerting pressure on Apple and Google to reform their app review and ranking practices.
  • Apple and Google have consented to cease giving preference to their own apps in the UK app stores.
  • New UK regulations mandate transparency in the way Apple and Google approve apps.
  • As the UK regulator targets the power of app stores, Apple is opening up iOS features to its rivals.
  • App store fees remain unchanged as the CMA has achieved only limited reforms in the UK.

Apple and Google are going to alter the way the Apple App Store and Google Play Store operate in the UK. This move comes after an action taken by the Competition and Markets Authority (CMA). The CMA stated that these commitments are aimed at making app store rules more explicit and ensuring fairer treatment for UK app developers. The companies plan to implement this package starting from 1 April 2026, while the regulator continues its work on reforms.

UK mobile platforms face new conduct expectations

In October 2025, the CMA designated Apple and [missing entity] as holding “strategic market status” in the smartphone market. This designation empowers the regulator to set conduct requirements in the digital markets. The CMA said that it acted swiftly to obtain voluntary commitments to address concerns regarding market power in app distribution.

CMA chief executive Sarah Cardell mentioned that these commitments offer “a practical way” to tackle the issues identified by the regulator. She stated that this approach reflects the flexibility of the UK’s digital markets competition regime. She also added that it supports faster progress for consumers and businesses.

Fair app reviews and developer data safeguards in UK

Under these commitments, Apple and Google will establish clearer standards for app reviews and approvals. The CMA said that the companies will enhance transparency regarding how they assess apps and apply rules. The regulator also mentioned that the companies will not give preferential treatment to their own apps in rankings and discovery tools.

[Missing entity] and Google also agreed to safeguard the information that developers share during app submission and updates. The CMA stated that the companies will not use data from third – party developers in a way that puts rivals at a disadvantage. 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 that Apple will create a more straightforward process for developers to request access to iOS features. The CMA desires interoperability so that developers can build products that can compete with Apple services. These commitments cover areas such as digital wallets and live translation.

The CMA has not yet managed to bring about changes to app store commissions, which can reach up to 30% on some in – app purchases and subscriptions. The regulator said that it still gives priority to “steering” options that allow developers to direct users to alternative payment methods.

It also stated that any action in the UK should mirror the steps taken in other jurisdictions. The CMA said that it will monitor the implementation and can impose formal requirements if the companies fail to follow through.

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

The CMA also pointed out the size of the UK app economy when announcing this package. It said that the UK has the largest app economy in Europe in terms of revenue and the number of developers. The CMA estimated that this sector contributes about 1.5% of the UK GDP and supports around 400,000 jobs.

EU regulators have taken a more interventionist approach in similar cases. [Missing entity] said that it fined Apple €500 million in April 2025 under the Digital Markets Act. Apple has argued that some interoperability rules can impact privacy and security design choices.