Apple says UK App Store proposal amounts to price regulation

Apple has told the UK's Competition and Markets Authority (CMA) that proposed 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 the CMA, Apple said proposed 'steering' requirements would give the regulator a 'highly intrusive' role in managing its business. The CMA's consultation, part of Britain's new digital markets regime, would allow app developers to direct users to payment options outside Apple's and Google's app stores, with fees required to be fair and reasonable. Apple stated its App Store facilitated over £46.5 billion in UK billings in 2025, with commissions under 3.5% of the total, and argued there is no evidence changes would lower consumer prices. The Coalition for App Fairness countered that Apple uses its dominant position to gain unfair advantages. Apple and Google were designated under the UK digital markets regime last year.