Apple hits back at UK regulator’s attempt to open up the App Store

Apple has objected to proposed UK rules that would allow developers to direct users to payment options outside the App Store.

As reported by Reuters, the megacorp has told the UK’s Competition and Markets Authority (CMA) that the plan amounts to price regulation and would be “highly intrusive.”

Currently, unlike in the US and EU, UK developers can’t officially steer customers to external payment links at all, though many have found ways around this.

Under the CMA’s proposal, however, developers could direct users to their own stores and websites and any resulting “steering fee” would be required to be fair, reasonable, and below current App Store commission rates, with savings expected to accrue to developers or consumers.

Apple disputes that there’s evidence this would lower prices and notes that the App Store generated £46.5bn in UK billings in 2025, with commissions under 3.5% of that total.

The CMA rejects Apple’s accusation of price regulation, saying it’s setting fairness principles rather than fixing prices. A final decision is still pending, following the consultation’s July close.

Apple said in its submission to the consultation that if the proposals go ahead “the CMA would not only regulate Apple’s prices, but also restrict the products and services for which Apple can charge a commission.”

Gene Burrus of the Coalition for App Fairness told Reuters that Apple’s argument overlooks the barriers developers face in the app ecosystem today. “Apple is using its position as the dominant platform gatekeeper to give itself unfair and unwarranted competitive advantages,” he said.