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London, July 1, 2026 – Britain’s competition watchdog has unveiled sweeping proposals that could reshape the economics of mobile app marketplaces, targeting the hefty commissions charged by Apple and Google.
The Competition and Markets Authority (CMA) announced on June 30, 2026, that it intends to force both tech giants to allow developers greater freedom in steering consumers toward alternative payment methods.
For years, developers have complained about the 30 percent cut taken by Apple’s App Store and Google Play on in‑app purchases.
The CMA’s new plan would permit developers to direct users to external payment systems, a practice Apple currently prohibits and Google only partially allows.
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Regulators argue that such restrictions inflate consumer costs and stifle innovation.
The CMA stressed that any fees Apple or Google impose for enabling these links must be “fair and reasonable” and crucially, lower than the commissions currently levied.
The regulator believes this change could deliver significant savings for developers, which in turn may be passed on to consumers through lower prices or reinvested into new services.
Google, for its part, claims it has already implemented the CMA’s proposed changes.
Earlier in June, the company introduced revised Play Store terms that allow developers to guide users outside the platform, accompanied by a new fee structure.
Apple, however, has yet to respond publicly. The CMA is also considering requiring Apple to open access to its NFC technology, which would enable developers to build contactless payment services directly into iOS apps potentially undermining Apple Pay’s exclusivity.
The UK’s move reflects a broader global trend. Regulators in the European Union, United States, and Asia have increasingly scrutinized app store practices, arguing they amount to monopolistic control over digital distribution.
If the CMA’s proposals succeed, they could set a precedent for other jurisdictions, especially if developers and consumers see tangible benefits.
Still, risks remain. Apple is likely to resist, citing concerns over security and user experience.
Even if external payments are permitted, both companies could introduce new charges that offset developer savings.
There is also the possibility of consumer confusion, as multiple payment options may complicate the purchasing process. Yet regulators insist the benefits of competition outweigh these risks.
The proposals mark a decisive push toward fairer digital marketplaces.
By challenging the dominance of Apple and Google, the CMA aims to rebalance power between platforms and developers, while giving consumers more choice.
The next phase will depend on industry feedback and whether regulators can enforce compliance without sparking prolonged legal battles.
If enacted, the rules could reshape how millions of UK consumers pay for apps and services, while pressuring Apple and Google to rethink their global strategies.
The CMA’s initiative underscores a growing determination among governments worldwide to rein in Big Tech’s influence over the digital economy.
