Apple and Google have agreed to implement changes to their app stores in the UK, following an intervention by the UK markets regulator.
The Competition and Markets Authority (CMA) announced that both tech companies have committed to several agreements. These include refraining from giving preferential treatment to their own applications and increasing transparency about the approval process for third-party apps.
This development comes seven months after the regulator identified Apple and Google as holding an “effective duopoly” in the UK due to their significant market dominance.
The head of the CMA stated that these proposed commitments are expected to boost the UK’s app economy and represent the initial steps in a broader series of measures.
The CMA highlighted that the ability to secure immediate commitments from Apple and Google demonstrates the flexibility of the UK’s digital markets competition regime, offering a practical way to quickly address identified concerns.
In October 2025, the CMA determined that both Apple and Google’s app stores possessed “strategic market status” which empowered it to mandate changes aimed at fostering greater competition and consumer choice.
Among the measures announced, the regulator noted that Apple and Google have also pledged not to unfairly utilize data collected from third-party app developers.
These are considered important initial steps as the CMA continues to develop further measures with Apple and Google.
The regulator plans to closely monitor the implementation of these changes by the companies and will formally enforce requirements if the commitments are not upheld.
Both tech giants expressed their acceptance of the agreements.
An Apple representative indicated that the company experiences strong competition across all its markets and consistently strives to deliver superior products, services, and user experiences.
Google stated its belief that its existing practices for developers on the Play Store are fair and transparent, but welcomed the opportunity to collaboratively address the CMA’s concerns.
EU Criticisms
A technology analyst described the announcement as a pragmatic first step, though some might view it as addressing the easier issues first.
It was suggested that calls for more stringent enforcement would likely emerge, indicating that this development is not the final resolution.
The CMA reported that the UK’s app economy is the largest in Europe, based on its revenue and the number of app developers.
It contributes an estimated 1.5% to the UK’s GDP and supports approximately 400,000 jobs.
Both Apple and Google have previously cautioned the UK against adopting strict regulations similar to those in the EU, arguing that such measures could hinder innovation.
The EU’s comprehensive rules, designed to ensure fair competition in the digital economy, impose stricter requirements on large online platforms identified as “gatekeepers” in specific markets.
For example, Apple has been compelled to implement changes to enhance transparency, fairness, and user choice, such as offering alternative browsers to its default Safari.
The company has also stated that stringent requirements for interoperability with rival services have impacted the privacy and security of its products.
Apple noted that the commitments announced reflect its constructive engagement with the CMA and its pragmatic approach to regulation.
