App Store Process Changes Under UK Competition Rules: What Apple and Google’s New Commitments Mean for Developers

Apple and Google have committed to meaningful changes in how their app stores operate in the United Kingdom, responding to pressure from the Competition and Markets Authority (CMA).

These adjustments mark the first tangible outcomes of the UK's new digital competition regime, aiming to create a more transparent and balanced environment for app developers while strengthening regulatory oversight of dominant mobile platforms.

Background: New Powers for UK Regulators

In October, the CMA designated Apple and Google as having "strategic market status" in mobile ecosystems. This classification grants the regulator broader authority to intervene where platform behavior may restrict competition or innovation.

Following the designation, the CMA entered discussions with both companies to address long-standing developer concerns, particularly around opaque app review decisions, rankings, and access to essential operating system features.

Key Commitments on Transparency and Fairness

App Review and Ranking Processes

Both Apple and Google have agreed to ensure that app reviews and rankings are conducted in a fair, objective, and transparent manner. A core principle of the commitments is non-discrimination: apps that compete with Apple's or Google's own services should not be treated less favorably.

In addition, the companies will improve how data collected from developers during the review process is handled and protected, reducing concerns about misuse or unfair competitive advantage.

Interoperability in Apple's iOS Ecosystem

A major focus of the agreement centers on Apple's iOS platform. Developers will be able to request broader access to certain operating system features in order to build competing products, including in areas such as digital wallets and live translation.

Apple has committed to evaluating these interoperability requests through clearer and more structured procedures, giving developers greater insight into decision-making criteria and review timelines.

What Remains Unresolved

Commissions and Payments

Despite these changes, the commitments do not yet address one of the most controversial issues in the app economy: commissions. Apple and Google can charge up to 30% on app purchases and subscriptions, a practice the CMA has previously identified as a concern.

The regulator has stated that it remains focused on enabling alternative payment options, but any changes must consider regulatory developments in other jurisdictions. Discussions on this issue are ongoing.

Monitoring and Enforcement

Instead of immediately imposing formal conduct requirements, the CMA chose to secure voluntary commitments to accelerate implementation. The authority will monitor compliance closely and publish reports covering metrics such as app approval times, rejection rates, complaints, and the handling of interoperability requests.

A public consultation is open until early March, and the measures are expected to take effect from April, subject to feedback. Further regulatory action remains possible.

What These Changes Mean for App Developers

These new rules are likely to make the UK app market more predictable for developers, though the real impact will depend on how strictly they are enforced. Clearer app review standards and more transparency in rankings should reduce uncertainty around approvals and updates, helping teams better plan product launches and feature rollouts.

For smaller studios and startups, this added predictability can lower operational risk and improve resource management.

The commitment to fair treatment of competing apps is also significant. If applied consistently, it could reduce concerns about platform bias and create a more level playing field—especially for apps that compete directly with Apple's or Google's own services.

The most immediate strategic implications include:

• Monitoring updated review guidelines and compliance standards
• Keeping detailed records of review feedback and decisions
• Exploring interoperability requests where deeper system access supports growth
• Preparing flexible payment setups in case alternative billing options are introduced

While commission fees remain unchanged, regulatory scrutiny is increasing. Developers that stay informed, document processes carefully, and build adaptable business models will be better positioned as UK digital competition rules continue to evolve.

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Editor's Comments

These commitments represent an early but important test of the UK's new digital competition framework. Although they stop short of resolving disputes over commission rates, they establish clearer standards around transparency, interoperability, and non-discrimination.

If enforcement proves consistent and data reporting remains transparent, the UK could become a model for incremental but structured reform of dominant mobile ecosystems. Over time, stronger oversight combined with measurable compliance metrics may gradually reshape how platform power is exercised—balancing innovation incentives with fair competition in the app economy.