Apple says UK App Store proposal amounts to price regulation

Apple said on Wednesday that proposed UK rules governing its App Store would amount to price regulation, arguing that plans to loosen its control over in-app payments could undermine innovation and investment.

In a submission to Britain's Competition and Markets Authority, the iPhone maker said proposed "steering" requirements would ‌go beyond promoting ⁠competition ⁠and give the regulator a "highly intrusive" role in managing its business.

The CMA's consultation, which ​closed on Monday, is part of its efforts to boost competition and consumer ​choice. Its proposed measures would allow app developers to direct users to payment options outside Apple's App Store and Google's Play Store and ​require any fees charged for such steering to ⁠be fair ‌and reasonable.


Apple said the App Store facilitated more ​than £46.5 billion ($61.8 ​billion) in UK billings and sales in 2025, with ⁠commissions accounting for less than 3.5% of the total. ​It added that there was no evidence changes ​to its payment model would lower prices for consumers.

"Under the (consultation), the CMA would not only regulate Apple's prices, but also restrict the products and services for which Apple can charge a commission," the company said in its submission.

Gene Burrus, global policy counsel for the Coalition ‌for App Fairness, which has long campaigned for restrictions on Apple and Google app store practices, said Apple's arguments ​overlooked the barriers ​developers face.

"Apple is ⁠using its position as the dominant platform gatekeeper to give itself unfair and unwarranted competitive advantages," Burrus said.

Apple has previously said developers already have ​multiple ways to transact with users outside its platform.

The CMA consultation is part of Britain's new digital markets regime, which gives the watchdog powers to impose tailored requirements on companies designated as having "strategic market status".

Apple and Google were designated under the regime last year.