Apple And Google Pledge App Store Changes After UK Competition Probe
Apple and Google have agreed to adjust how their app stores operate in the UK following pressure from the country’s competition watchdog, which had raised concerns about their dominance in the market.
The Competition and Markets Authority (CMA) said the two technology companies have committed to a series of changes aimed at improving fairness and transparency for app developers. These include assurances that their own apps will not be given preferential treatment and clearer explanations of how third-party apps are reviewed and approved for distribution.
The agreement comes months after the CMA concluded that Apple and Google effectively control the UK app distribution market, describing their position as a duopoly. In October 2025, the regulator formally designated both firms’ app stores as having “strategic market status,” granting it powers to demand reforms to encourage competition and consumer choice.
CMA chief executive Sarah Cardell said the commitments mark an early step in reshaping the UK’s digital marketplace.
“These changes have the potential to strengthen the UK’s app economy,” she said, adding that the regulator’s new digital competition framework allows it to move quickly when concerns are identified.
Under the proposed measures, Apple and Google have also agreed not to misuse data obtained from third-party developers to gain an unfair advantage. The CMA said it will closely oversee how the companies implement the changes and will take formal action if the commitments are not honoured.
Both firms welcomed the outcome. Apple said it operates in highly competitive markets and is focused on delivering strong products and services, while Google said it believes its Play Store already treats developers fairly but is open to working with the regulator to address outstanding concerns.
Industry analysts say the move could be just the beginning. Technology commentator Paolo Pescatore described the agreement as a practical opening step, noting that calls for tougher measures are likely to continue.
The CMA estimates that the UK app economy is the largest in Europe, contributing around 1.5% to national GDP and supporting about 400,000 jobs.
Apple and Google have previously cautioned against heavy-handed regulation, pointing to the European Union’s stricter digital rules, which have forced changes such as allowing alternative default browsers and expanding interoperability. Apple has argued that some of those requirements risk weakening privacy and security protections.
For now, the CMA says it will continue working with both companies as it considers further steps to open up the UK app market.
