Apple says UK App Store proposal amounts to price regulation

Apple is pushing back against proposed UK regulations for its App Store, arguing that the rules amount to price regulation and could stifle innovation. The tech giant submitted its concerns to Britain's Competition and Markets Authority (CMA), stating that plans to loosen its control over in-app payments would give the regulator an "highly intrusive" role in managing its business.

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Apple said on Wednesday that proposed UK 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.

The CMA's proposed measures, part of an effort to boost competition and consumer choice, would allow app developers to guide users toward payment options outside of Apple's and Google's app stores. The proposals also suggest that any fees charged for such "steering" must be fair and reasonable. Apple contends that these requirements go beyond promoting competition.

In its submission, Apple highlighted the significant economic activity facilitated by its App Store, reporting over £46.5 billion ($61.8 billion) in UK billings and sales in 2025. The company noted that commissions from these sales accounted for less than 3.5% of the total. Apple also asserted that there is no evidence to suggest that altering its payment model would lead to lower prices for consumers.

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Under the (consultation), the CMA would not only regulate Apple's prices, but also restrict the products and services for which Apple can charge a commission.

However, the Coalition for App Fairness, represented by Gene Burrus, countered Apple's arguments. Burrus stated that Apple's position overlooks the barriers developers face and accused the company of using its dominant platform position to create unfair competitive advantages. Apple has previously maintained that developers already have alternative methods for transacting with users off its platform. The CMA's consultation is a key part of Britain's new digital markets regime, which grants the watchdog authority to impose specific requirements on companies deemed to have "strategic market status," with Apple and Google having been designated last year.

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Apple is using its position as the dominant platform gatekeeper to give itself unfair and unwarranted competitive advantages.