CMA Seeks Fair Competition and Transparency
Sarah Cardell, head of the CMA, said the commitments “will boost the UK’s app economy” and mark just the first step in broader reforms. She added that securing immediate commitments from Apple and Google highlights the flexibility of the UK’s digital markets competition regime.
In October 2025, the CMA classified both Apple’s and Google’s app stores as having “strategic market status.” This allowed the regulator to demand changes that promote competition and offer more choices to developers and users.
Key Commitments from Apple and Google
As part of the new measures, Apple and Google will:
- Avoid giving preferential treatment to their own apps.
- Be transparent in approving third-party apps.
- Not misuse data from third-party developers unfairly.
Cardell called these “important first steps” and said the CMA will continue working with the companies on additional reforms. The regulator also confirmed it will closely monitor progress and enforce formal changes if the commitments are ignored.
Tech Giants Respond
Apple welcomed the commitments, stating it faces strong competition in all markets and continues to focus on user experience. Google said its current app store practices are fair and transparent but welcomed the chance to address CMA concerns collaboratively.
Technology analyst Paolo Pescatore described the announcement as a “pragmatic first step” but noted it may only address the “low-hanging fruit.” He suggested stronger regulations could still follow.
Context: EU Criticism and UK App Market
The CMA said the UK has Europe’s largest app economy in terms of revenue and developer numbers, contributing roughly 1.5% of GDP and supporting around 400,000 jobs.
Both Apple and Google previously warned against following EU-style strict regulations. In Europe, large online platforms labeled “gatekeepers” face tougher rules to promote fair competition. Apple, for instance, has had to show alternative browsers and improve interoperability without compromising user privacy and security.
Apple emphasized that the recent commitments reflect its constructive engagement with the CMA and pragmatic regulatory approach.
