The UK is going after Apple and Google – as it plans roll out of new digital IDs
The UK’s competition watchdog is turning up the heat on tech giants Apple and Google, securing a set of voluntary commitments aimed at making their app stores fairer, more transparent, and less biased toward their own products.
The Competition and Markets Authority (CMA) announced on Tuesday (10 February) that it’s seeking public views on these proposals, which could deliver quick wins for thousands of UK app developers and businesses reliant on the iOS and Google Play ecosystems.
This marks the first tangible action since the CMA designated both companies as having “strategic market status” (SMS) in mobile platforms back in October 2025. That label recognises their near-total dominance, powering 90-100% of UK mobile devices, and gives the regulator powers to push for targeted changes promoting fair dealing, open choices, and transparency.
The commitments focus on immediate fixes in key pain points for developers:
- App review processes: Apple and Google must review submissions in a fair, objective, and transparent manner, without discriminating against third-party apps that compete with their own services or favouring their in-house offerings.
- App ranking and discoverability: Similar rules apply to how apps appear in search results and charts – no preferential treatment for their own apps.
- Data safeguards: The companies commit to protecting developer data collected during reviews and not using it unfairly to gain competitive edges.
- Interoperability for Apple: A notable step-change here: developers will have clearer, more reliable ways to request access to iOS and iPadOS features and functionalities. Apple has pledged to handle these requests fairly and objectively, potentially opening doors for innovative rival products in areas like digital wallets or other system-level tools.
These changes are designed to give UK developers greater confidence to invest and innovate, without waiting for drawn-out formal enforcement. The CMA stresses the pragmatic, flexible nature of the UK’s digital markets regime, which allows for swift voluntary agreements like this rather than lengthy investigations.
The watchdog said it will closely monitor implementation through public reporting, with Apple and Google required to provide metrics on approval/rejection rates, review timelines, complaints, and interoperability request outcomes. If the companies fall short, the CMA warns it could swiftly move to impose binding ‘conduct requirements’.
Digital IDs
“Following designation of Apple and Google’s mobile platforms in October last year, the CMA has moved swiftly to secure a package of commitments from Apple and Google that will boost the UK’s app economy, giving developers the opportunity and confidence they need to invest and innovate,” said Sarah Cardell, Chief Executive of the CMA.
She added that the ability to secure immediate commitments from Apple and Google reflects the unique flexibility of the UK digital markets competition regime and offers a practical route to swiftly address the concerns identified.
“These are 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, boosting the UK’s fintech sector and potentially supporting the roll out of digital IDs.”
The UK is an app powerhouse
The UK’s app economy is a powerhouse – Europe’s largest by revenue and developer numbers, contributing an estimated 1.5% of GDP and supporting around 400,000 jobs.
Mobile development here was valued at £28 billion as of 2025, fuelling success in sectors like fintech and gaming. Ensuring fair play in app distribution is seen as vital to keeping that momentum going.
The CMA is now inviting views on the proposals until 3 March 2026, with the commitments potentially taking effect from 1 April 2026 if approved.
