The Competition and Markets Authority (CMA) has announced a package of proposed commitments from Apple Inc. and Google LLC that could make it easier for UK businesses relying on app stores to connect with their customers.

The CMA is inviting feedback on these commitments until 3 March 2026, with the intention that they will come into force from 1 April 2026.

What’s Happening?

The CMA has been engaging with Apple and Google since both companies were designated with “strategic market status” (SMS) in late 2025.

Almost all mobile devices in the UK operate on either Apple’s iOS or Google’s Android platform, creating what is effectively a duopoly. The SMS designation gives the CMA enhanced powers to require changes where it identifies concerns around competition or fairness.

Instead of immediately imposing formal conduct requirements – which can take time to design and implement – the regulator has agreed voluntary commitments with Apple and Google aimed at delivering more immediate improvements.

What the Commitments Mean in Practice

The UK app economy is a significant part of the digital landscape, valued at £28 billion as of 2025 and supporting approximately 400,000 jobs. Many UK businesses now rely on mobile applications as a central channel for serving customers.

For UK businesses and app developers, the proposed measures focus on four key operational areas:

  • App review: Apple and Google have committed to distributing apps on their app stores in a fair, objective and transparent manner. They will not discriminate against apps that compete with their own services, nor will they provide preferential treatment to their own apps.

  • App ranking: Under the proposed commitments, Apple and Google should not favour their own apps in rankings, nor demote apps that compete with them.

  • Data collection: Both companies have committed not to misuse data gathered from developers during the app review process. For example, they will not use insights from a third-party app to develop competing features unfairly.

  • Interoperability: Apple has agreed to make it easier for developers to request interoperable access to features and functionality within its mobile operating systems. It has also committed to assessing such requests fairly and objectively.

Monitoring and Oversight

To ensure compliance with the commitments, the CMA will publish reports using data supplied by Apple and Google. These reports will cover:

  • The percentage of apps submitted for review that are approved, rejected or appealed.

  • The time taken to complete app reviews.

  • The number and outcomes of complaints.

  • Interoperability requests made to Apple, their outcomes and how quickly they are processed.

What Next?

Chief Executive of the CMA, Sarah Cardell, described the proposed measures as “important first steps while we continue to work on a broad range of additional measures to improve Apple and Google’s app store services in the UK, for example, by enabling more choice and innovation in digital wallets”.

The CMA is seeking views on the proposed commitments by 3 March 2026, with implementation scheduled for 1 April 2026.

See: https://www.gov.uk/government/news/cma-secures-commitments-from-apple-and-google-to-improve-fairness-in-app-store-processes-and-enhance-ios-interoperability