Apple Warns UK App Rules Harm Innovation

Apple has expressed strong objections to proposed UK regulations that could significantly alter its App Store operations. The tech giant argues that the Competition and Markets Authority's (CMA) plans amount to price regulation and could undermine its capacity for innovation and investment.

The CMA's proposed measures, part of a new digital markets regime, aim to enhance competition by allowing app developers to guide users towards payment options outside of the App Store and Google Play Store. These rules would require any associated fees for such 'steering' to be fair and reasonable.

Apple countered that its App Store generated over £46.5 billion in UK billings and sales in 2025, with commissions representing less than 3.5% of the total. The company asserts there is no evidence that altering its payment model would reduce consumer costs. Critics, however, argue Apple’s stance overlooks developer barriers, with advocates suggesting Apple uses its dominant position for unfair advantages.

Both Apple and Google were designated under the UK's digital markets regime last year, granting the CMA powers to impose specific requirements on companies deemed to have strategic market status.