Apple and Google agreed to overhaul their app store practices on Tuesday, committing to fairer review processes and greater developer access following a UK competition probe.
The Competition and Markets Authority secured commitments from both tech giants to improve transparency and fairness for thousands of UK businesses. This marks the first changes under the UK's new digital markets competition regime, which designated Apple and Google with "strategic market status" in October.
Nearly all smartphones in Britain run either Apple iOS or Google Android systems, creating what regulators call an "effective duopoly." The CMA determined this dominance allows both companies to exert considerable influence over app distribution and development.
Under the new commitments, Apple and Google will review apps in a fair, objective, and transparent manner, avoiding discrimination against potential competitors. Developers gain expanded access to Apple's iOS features, enabling them to request interoperable access for creating competing products like digital wallets or live translation tools.
The UK app economy generates 1.5% of the country's GDP and supports around 400,000 jobs, according to CMA data. Regulators argue that fairer app store practices could unlock billions in additional revenue for UK developers.
"Apple responded that the commitments allow it to 'continue advancing important privacy and security innovations for users and great opportunities for developers.'"
Google stated it welcomes the opportunity to resolve CMA concerns collaboratively, though it believes its existing developer practices are already fair.
The CMA will closely monitor implementation through strong reporting requirements. Companies failing to meet commitments could face formal "conduct requirements" with fines up to 10% of global turnover.
Sarah Cardell, CMA chief executive, called the agreements "important first steps" while noting additional measures are planned, including enabling more choice in digital wallets and potentially supporting digital ID rollout.
Public consultation on the commitments runs until March 3, with implementation scheduled to begin April 1 under the UK's digital markets regime that allows for targeted interventions without lengthy formal processes.
