The UK’s Competition and Markets Authority (CMA) has opened a consultation seeking public and industry input on new commitments made by Apple and Google. These pledges aim to enhance fairness, clarity, and reliability for thousands of UK businesses that rely heavily on app stores to reach their customers.

These commitments mark the first regulatory actions following the CMA’s designation of Apple and Google’s mobile platforms as holding Strategic Market Status (SMS) under the UK’s Digital Markets, Competition and Consumers Act, enacted in October 2025.

Understanding Strategic Market Status and Its Implications

Being designated with SMS indicates that a company wields significant and entrenched market power, necessitating the imposition of pro-competition rules to prevent abuse of dominance. The CMA’s October 2025 report highlighted that Apple and Google collectively control between 90% and 100% of mobile operating systems on UK devices, effectively creating a duopoly.

Sarah Cardell, CMA’s Chief Executive, emphasized the swift progress made since the SMS designation: “We have secured a set of commitments from Apple and Google designed to invigorate the UK’s app economy, empowering developers with the confidence and opportunities needed to innovate and grow.”

These commitments represent a unique feature of the UK’s digital markets framework, enabling rapid intervention to address competition concerns.

Key Objectives: Enhancing Innovation, Choice, and Fairness

The CMA’s overarching goal is to stimulate the UK’s thriving app ecosystem, which is Europe’s largest by both revenue and developer numbers. The sector contributes approximately 1.5% to the UK’s GDP and supports around 400,000 jobs, with particular strengths in gaming and fintech.

Apple has agreed to additional commitments that facilitate developers’ requests for greater interoperability with iOS and iPadOS, enabling more innovative and competitive app offerings. These measures also aim to ensure fairer terms for app distribution and equitable access to critical tools, such as digital wallets, which are vital for fintech companies competing with Apple’s own services.

Specific Commitments from Apple and Google

• Transparent App Review Processes: Both companies will ensure app evaluations are conducted fairly, objectively, and transparently, without bias against competing apps or favoritism toward their own.
• Fair App Ranking: App store rankings will be managed impartially, preventing discrimination against rival apps and avoiding preferential treatment.
• Data Protection: Apple and Google will safeguard developer data collected during app reviews, prohibiting unfair use of this information.
• Improved Interoperability: Developers will have clearer pathways to request interoperable access to Apple’s mobile OS features, with Apple committing to assess these requests fairly and objectively.

Should Apple or Google fail to uphold these commitments, the CMA has indicated it will promptly consider imposing binding conduct requirements to enforce compliance.

Industry Perspectives and Future Directions

Will Hayter, CMA’s Executive Director for Digital Markets, highlighted the critical role of app stores: “For developers targeting Apple users, the App Store is the sole distribution channel, while Google Play dominates Android app distribution. Ensuring these platforms operate fairly is essential for fostering innovation and providing consumers with diverse, high-quality services, especially in sectors like banking and payments.”

The CMA clarifies that the SMS designation does not imply any wrongdoing by Apple or Google but reflects their market influence. The consultation on these commitments is open until 3 March 2026, with the measures expected to take effect from 1 April 2026.

Criticism from the Coalition for App Fairness

The Coalition for App Fairness has voiced disappointment, arguing that the CMA missed an opportunity to enforce legally binding rules. Gene Burrus, the coalition’s global policy counsel, stated: “Allowing Apple and Google to self-regulate after years of market dominance and evasion of enforcement will not foster genuine competition.”

The coalition urges the CMA to address fundamental barriers, such as permitting alternative app stores and enabling developers to direct users to more affordable purchasing options. They warn that without tackling these issues, consumers will face higher prices, reduced choice, and a stifled UK startup environment.

They also criticized the CMA’s decision to defer action on “steering” practices-where Apple and Google currently prohibit developers from informing users about cheaper alternatives-calling for this to be prioritized in upcoming consultations later in 2026.