Apple and Google have agreed to implement changes in their UK app stores following action by the country’s Competition and Markets Authority (CMA), which concluded that the two tech giants maintain an “effective duopoly” over mobile app distribution.
The CMA said the companies have committed to measures aimed at boosting transparency and competition. Among the pledges, Apple and Google will avoid giving preferential treatment to their own apps and will clarify how third-party applications are reviewed and approved for sale. The changes also include restrictions on the use of data collected from third-party developers in ways the regulator considers unfair.
The commitments follow seven months of scrutiny by the CMA. In October 2025, the regulator formally designated Apple’s App Store and Google Play Store as holding “strategic market status,” giving it expanded powers to demand changes under the UK’s digital competition framework.
Sarah Cardell, the CMA’s chief executive, described the agreements as a key milestone. “These proposed commitments will boost the UK’s app economy and are the first of many measures,” she said. Cardell added that the CMA would closely monitor the implementation and would impose legally binding requirements if the companies failed to honour the commitments.
Apple and Google both welcomed the outcome. Apple stated it faces “fierce competition in every market” and remains committed to delivering strong user experiences. Google said it believes its Play Store practices are already fair and transparent but welcomed the chance to address the CMA’s concerns collaboratively.
Analysts have noted that the agreement may not represent the end of scrutiny. Paolo Pescatore, a technology analyst, described the commitments as a “pragmatic first step” but said some critics would see them as addressing only “low-hanging fruit,” suggesting calls for stricter oversight could follow.
The CMA highlighted the scale of the UK app economy, noting it is the largest in Europe by revenue and developer numbers. The sector generates an estimated 1.5 percent of UK GDP and supports roughly 400,000 jobs.
Apple and Google have previously cautioned against adopting UK rules similar to the European Union’s “gatekeeper” regulations, which impose broad obligations on large online platforms. In the EU, Apple has been required to offer users options such as choosing default browsers, measures the company has argued may undermine privacy and security.
Apple described the UK commitments as reflecting “constructive engagement” with regulators and a pragmatic approach to oversight. The CMA, however, has signalled that further interventions remain possible if competition concerns are not fully addressed.
