In a significant move for digital market regulation, tech giants Apple and Google have agreed to a series of reforms to their mobile app stores in the United Kingdom. The concessions come in response to pressure from the UK's Competition and Markets Authority (CMA), which designated both companies as having "strategic market status" in the mobile ecosystem in October 2025.
The commitments, set to be implemented starting April 1, 2026, aim to create a fairer and more transparent environment for app developers. A key provision mandates that Apple and Google will no longer give preferential treatment to their own apps in store rankings and discovery tools. Furthermore, both companies must establish clearer, more objective, and transparent standards for reviewing and approving apps.
The CMA highlighted that Android and iOS power the vast majority of smartphones in the UK, giving their parent companies substantial control over app distribution and monetization. Sarah Cardell, CMA chief executive, stated the voluntary commitments provide "a practical route" to address the regulator's concerns and reflect the flexibility of the UK's digital markets competition regime.
Notably, Apple has also agreed to create a clearer process for developers to request access to certain iOS features, such as those related to digital wallets and live translation. This "interoperability" is intended to facilitate the creation of rival products that compete with Apple's own services. However, the highly contentious issue of app store commissions—which can reach 30%—remains unresolved, with the CMA stating it continues to prioritize "steering" options for alternative payments.
The regulator estimates the UK app economy contributes approximately 1.5% of the nation's GDP and supports around 400,000 jobs. The CMA will monitor implementation and retains the power to impose formal requirements if the companies fail to follow through. A consultation on the commitments is open until March 3, 2026.
This UK action follows broader regulatory scrutiny in Europe. In April 2025, the European Commission fined Apple €500 million under the Digital Markets Act. Separately, Apple faces an ongoing antitrust lawsuit in a Dutch court, with a hearing on substantive issues scheduled for the end of Q1 2026.
