Apple and Google have agreed to introduce changes to their UK app stores following action by the Competition and Markets Authority (CMA).
The regulator said the two tech giants have committed to ensuring they do not favour their own apps and will be clearer about how third-party apps are approved for sale. The move comes seven months after the CMA concluded that Apple and Google held an “effective duopoly” in the UK app distribution market.
CMA chief executive Sarah Cardell said the proposed commitments would “boost the UK’s app economy” and marked the first in a series of measures aimed at strengthening competition.
“The ability to secure immediate commitments from Apple and Google reflects the unique flexibility of the UK digital markets competition regime and offers a practical route to swiftly address the concerns we’ve identified,” she said.
In October 2025, the CMA designated both companies’ app stores as having “strategic market status”, giving it powers to require changes designed to improve competition and consumer choice.
Under the latest measures, Apple and Google have also pledged not to misuse data collected from third-party developers in ways that could disadvantage rivals.
Cardell described the steps as “important first steps” as discussions continue on further reforms. The CMA said it would closely monitor how the commitments are implemented and would take formal action if the companies fail to comply.
Both firms welcomed the agreement. Apple said it faces “fierce competition” in every market in which it operates and remains focused on delivering the best products and user experience. Google said that while it believes its Play Store policies are already fair and transparent, it welcomed the opportunity to address the CMA’s concerns collaboratively.
Technology analyst Paolo Pescatore described the move as a “pragmatic first step”, though he suggested some critics may see it as tackling “low-hanging fruit”.
“There will inevitably be calls for a tougher clampdown from some quarters, so we should not expect this latest development to be the endgame,” he said.
The CMA estimates the UK’s app economy is the largest in Europe by revenue and number of developers, contributing around 1.5% of GDP and supporting roughly 400,000 jobs.
Both companies have previously cautioned the UK against adopting regulations similar to those introduced by the European Union, arguing that overly strict rules could hamper innovation. Under the EU’s digital competition framework, major platforms classified as “gatekeepers” are subject to tougher obligations aimed at improving fairness and transparency.
As part of those rules, Apple has already been required to introduce changes in Europe, including offering users alternative browser options instead of defaulting to Safari, and enhancing interoperability with rival services — measures it says raise privacy and security concerns.
