Apple and Google Agree To Change App Stores After ‘Effective Duopoly’ Claim

Apple and Google have agreed to a set of commitments to the UK’s Competition and Markets Authority that will prevent them from giving preferential treatment to their own apps and require greater transparency around how third-party apps are approved for sale.

The CMA announced the measures on Tuesday, seven months after it declared that the two companies held an “effective duopoly” over the UK’s mobile app ecosystem. Both companies also committed to not using data gathered from third-party developers in ways the regulator deems unfair. The CMA granted both app stores “strategic market status” in October 2025, a designation that gave it the authority to demand changes.

CMA head Sarah Cardell called the commitments “important first steps” and said the regulator would “closely monitor” implementation. Technology analyst Paolo Pescatore described the announcement as a “pragmatic first step” but noted some may see it as “addressing the low-hanging fruit.” The UK’s app economy is the largest in Europe by revenue and number of developers, generating an estimated 1.5% of the country’s GDP.

The UK’s Competition and Markets Authority (CMA) has struck a significant agreement with Apple and Google that could reshape the mobile app landscape in Britain. The commitments, announced on Tuesday, address long-standing concerns about the dominance of these tech giants in the app ecosystem.

This development comes after the CMA’s October 2025 designation of both app stores as holding “strategic market status,” a move that granted the regulator enhanced powers to intervene in their operations. The designation was based on the CMA’s finding that Apple and Google together constitute an “effective duopoly” controlling the UK’s mobile app market.

Under the new commitments, both companies have agreed to several key changes:

1. Elimination of Preferential Treatment: Apple and Google will no longer give their own apps or services preferential treatment over third-party alternatives. This addresses concerns about unfair competition where the platform owners could leverage their position to promote their own offerings.

2. Increased Transparency in App Approval: The companies have committed to providing clearer guidelines and more transparent processes for how third-party apps are approved for their respective stores. This should help developers understand the criteria and reduce arbitrary rejections.

3. Data Usage Restrictions: Both tech giants have agreed not to use data collected from third-party developers in ways that the CMA considers unfair. This is particularly significant given the vast amounts of data these companies collect through their app stores.

CMA Chief Executive Sarah Cardell described these commitments as “important first steps” toward creating a fairer app ecosystem. However, she emphasized that the regulator would be “closely monitoring” the implementation to ensure compliance.

Technology analyst Paolo Pescatore offered a more measured assessment, calling the announcement a “pragmatic first step.” He noted that while the commitments address some immediate concerns, critics might view them as tackling only the “low-hanging fruit” rather than addressing more fundamental issues in the app economy.

The significance of this agreement extends beyond regulatory compliance. The UK’s app economy represents the largest in Europe by both revenue and number of developers, contributing an estimated 1.5% to the country’s GDP. This makes the CMA’s intervention particularly impactful, potentially setting precedents that could influence app store policies globally.

For developers, these changes could mean a more level playing field. Small and medium-sized app creators have long complained about the challenges of competing against Apple and Google’s own services, which benefit from prime placement and integration with the operating systems. The new rules should make it easier for innovative apps from smaller companies to gain visibility and succeed based on merit rather than preferential treatment.

Users may also benefit from these changes through increased choice and potentially lower prices. When app stores can’t favor their own products, consumers are more likely to discover a wider range of options that best meet their needs.

The agreement also reflects a broader global trend of increased scrutiny of Big Tech companies. Regulators in the European Union, United States, and other jurisdictions have been examining the market power of companies like Apple and Google, particularly regarding their control over digital marketplaces.

For Apple and Google, these commitments represent a strategic decision to engage constructively with regulators rather than face prolonged legal battles. By agreeing to these measures voluntarily, they may be hoping to avoid more stringent regulations that could be imposed if they were found to be in violation of competition laws.

The implementation timeline and specific mechanisms for enforcement remain to be seen. The CMA has indicated it will work closely with both companies to ensure the commitments are translated into concrete changes in how their app stores operate.

This agreement marks a pivotal moment in the ongoing debate about competition in digital markets. As the mobile app economy continues to grow in importance, the balance between platform control and open competition will remain a central issue for regulators, developers, and consumers alike.

The coming months will be crucial in determining whether these commitments lead to meaningful change or merely represent a symbolic gesture. The CMA’s promise to “closely monitor” implementation suggests that the regulator is prepared to take further action if the desired outcomes are not achieved.

For now, this agreement represents a significant step toward addressing concerns about market dominance in the mobile app ecosystem, potentially paving the way for a more competitive and innovative app marketplace in the UK.

Apple Google UK CMA app store regulation mobile app ecosystem competition law strategic market status app approval transparency data usage restrictions Big Tech regulation developer rights consumer choice digital marketplace UK app economy app store policies market dominance tech giants regulatory compliance

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