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    Apple and Google to Change UK App Store Practices After Regulator Flags ‘Duopoly’

    Apple and Google to Change UK App Store Practices After Regulator Flags ‘Duopoly’

    Apple and Google have agreed to overhaul aspects of how their app stores operate in the UK, following action from the Competition and Markets Authority (CMA) over concerns the two companies hold an “effective duopoly” in the mobile ecosystem.

    The commitments mark one of the first major tests of the UK’s new digital competition regime, designed to curb the market power of dominant tech platforms.

    What the Tech Giants Have Agreed to Do

    Under the agreement, Apple and Google will:

    • Avoid favouring their own apps over rival services in store rankings or promotion.
    • Provide greater transparency around how apps are reviewed and approved.
    • Refrain from using data gathered from third-party developers unfairly to compete against them.

    The CMA said these changes are intended to give developers a fairer route to market and increase consumer choice.

    CMA chief executive Sarah Cardell described the measures as an early but meaningful step, adding they should help “boost the UK’s app economy” while demonstrating how the regulator can intervene quickly under its new powers.

    Why the CMA Intervened

    In October 2025, the regulator designated both companies’ app stores as having “strategic market status”, a classification that allows it to impose remedies where competition is seen to be restricted.

    Earlier investigations concluded Apple’s App Store and Google Play effectively control access to mobile users in the UK, creating barriers for developers who must rely on the platforms to distribute software.

    The CMA says it will closely monitor compliance, and could impose formal enforcement measures if the commitments are not followed.

    Industry Reaction: A First Step, Not the Final Word

    Apple and Google both welcomed the agreement publicly, signalling a cooperative tone.

    • Apple said it faces “fierce competition” and remains focused on delivering the best user experience.
    • Google maintained its Play Store policies are already fair but said it was pleased to address concerns collaboratively.

    Analysts, however, see the changes as incremental. Technology analyst Paolo Pescatore called the move a “pragmatic first step,” but suggested critics may push for tougher action later.

    Part of a Bigger Regulatory Shift

    The UK’s app economy is significant:

    • It is considered Europe’s largest by revenue and developer base.
    • It contributes roughly 1.5% of UK GDP.
    • Around 400,000 jobs are linked to the sector.

    The CMA’s approach differs from the EU’s more prescriptive Digital Markets rules, instead using targeted interventions aimed at specific competition problems.

    Both Apple and Google have previously warned that overly strict regulation — particularly measures forcing interoperability with rivals — could undermine security, privacy and innovation.

    What Happens Next?

    The CMA has indicated this is only the beginning. Further remedies are under discussion as regulators examine pricing structures, distribution rules and developer access within the mobile ecosystem.

    For now, the agreement signals a shift in how Big Tech is governed in the UK: less about sweeping legislation, and more about case-by-case competition enforcement aimed at opening digital markets without mirroring EU-style regulation.