UK gets Apple and Google to agree to easy App Store changes

In a move that echoes the European Union’s landmark Digital Markets Act, the UK’s Competition and Markets Authority (CMA) has successfully negotiated sweeping changes with Apple and Google regarding their mobile app stores. The tech giants have agreed to implement a series of measures designed to foster greater competition, reduce fees, and provide developers with more flexibility—changes that, while presented as new, largely mirror the concessions already made in Europe.

The CMA’s intervention marks another chapter in the UK’s post-Brexit regulatory evolution, as the nation increasingly aligns its tech oversight with EU precedents. In October 2025, the CMA designated Apple and Google as firms with “strategic market status”—a term that closely parallels the EU’s “gatekeeper” designation. This classification empowers the regulator to impose rules on these companies, ensuring their platforms operate more transparently and competitively.

Under the new agreement, Apple and Google will introduce several key changes to their respective App Stores. These include allowing developers to use alternative payment systems, reducing commission fees for certain app categories, and providing more detailed information about app rejection reasons. The CMA has emphasized that these measures will give app developers greater freedom and control over their products, potentially lowering costs and spurring innovation.

While the CMA has framed these changes as a victory for UK consumers and developers, critics argue that the measures are largely a rehash of the EU’s Digital Markets Act, which came into force in 2023. Apple and Google have already implemented similar changes in Europe, including allowing third-party app stores and alternative payment methods. The UK’s agreement, therefore, appears to be more about regulatory consistency than groundbreaking reform.

Apple, in particular, has been vocal about its concerns regarding the impact of these changes on user privacy and security. The company has long maintained that its App Store’s strict guidelines are essential for protecting users from malicious software and data breaches. However, the CMA has countered that a more open ecosystem will ultimately benefit consumers by fostering competition and driving down prices.

Google, on the other hand, has expressed a more conciliatory stance, noting that many of the proposed changes align with its existing efforts to support developers and promote choice. The search giant has already introduced measures such as reduced fees for subscription services and greater transparency in its app review process.

The CMA’s agreement with Apple and Google is expected to take effect in the coming months, with both companies pledging to implement the changes by specific deadlines. The regulator has also indicated that it will closely monitor compliance, with the power to impose significant fines for any breaches.

This development is part of a broader global trend toward increased scrutiny of Big Tech. Regulators in the United States, Australia, and other countries are also exploring ways to rein in the market power of companies like Apple and Google. The UK’s approach, however, stands out for its close alignment with EU policy, raising questions about the extent to which Brexit has truly enabled regulatory divergence.

For developers, the CMA’s agreement represents a potential windfall. Lower fees and greater flexibility could translate into higher revenues and more opportunities for innovation. For consumers, the changes could lead to a wider variety of apps and services, as well as potentially lower prices. However, the long-term impact remains to be seen, particularly in terms of security and user experience.

As the UK continues to chart its post-Brexit course, the CMA’s actions underscore the challenges of balancing regulatory independence with the realities of a globalized tech industry. Whether these measures will deliver meaningful change or simply replicate European rules under a different banner is a question that only time—and the market—will answer.

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