Apple terms proposed UK App Store rules as price regulation

In a submission to ‌CMA, the iPhone maker said proposed “steering” requirements would go beyond promoting competition and give the regulator a “highly intrusive” role in managing its business

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.

A CMA ​spokesperson rejected Apple’s characterisation of the proposals as price regulation.

Our consultation proposes principles to ensure that ​the fees Apple and Google charge for steering are fair and reasonable, not to directly set prices, the spokesperson said.

The watchdog said it would expect steering fees to be lower than current app store charges, with ​savings passed on to UK customers or reinvested into developers’ businesses to support innovation. It added ​that it was assessing feedback before making a final decision.

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.