Apple and Google will change how their app stores operate in the UK, after pressure from Britain’s competition regulator to make the platforms fairer and more transparent for developers.
Quick Summary – TLDR:
- Apple and Google reached a deal with the UK’s Competition and Markets Authority (CMA) to improve fairness in their app store processes.
- Developers will gain more access to Apple’s iOS features, including tools to build competing products like digital wallets.
- Changes focus on app reviews, rankings, and data use, but do not yet include app store commissions or alternative payment systems.
- The CMA has left the door open for further regulation if companies fall short of their promises.
What Happened?
The UK’s Competition and Markets Authority (CMA) has secured commitments from Apple and Google to revamp key parts of their mobile app store operations. These changes aim to provide developers with greater transparency and fairer treatment, especially when getting apps reviewed and approved. The move follows the CMA’s decision in October to assign both companies strategic market status, giving it new powers to address their dominance in mobile platforms.
We’re seeking views on a package of commitments from Apple and Google which aim to deliver certainty, transparency and fairness for thousands of businesses in the UK: https://t.co/9GZDRrBA0l pic.twitter.com/3EysIoVEF9
— Competition & Markets Authority (@CMAgovUK) February 10, 2026
Changes Coming to App Stores in the UK
The commitments mark the first major enforcement action under the UK’s new digital markets competition regime. While the changes fall short of addressing all concerns, they represent a noticeable shift in how Apple and Google operate their app ecosystems in the country.
Key improvements include:
- Fairer App Reviews: Apple and Google agreed to review app submissions in a way that is clear, consistent, and objective. The CMA stressed that this will help reduce delays, especially for smaller developers who lack the resources to challenge vague or slow rejections.
- Transparent App Rankings: Both companies will ensure their ranking systems do not favor their own apps over those of competitors. Developers have long argued that platform owners give preference to their in-house apps in search and discovery results.
- Safeguards on Developer Data: Apple and Google will now be expected to protect data collected during app reviews and avoid using it unfairly, especially when it could help them improve competing products.
- Improved iOS Access for Developers: Apple specifically committed to making it easier for developers to request access to more iOS features, such as live translation or digital wallet functionality. This change could open the door to stronger alternatives to Apple’s own services, a key demand from fintechs and other innovators.
Why It Matters?
These new measures will directly impact the UK’s vibrant app economy, which supports roughly 400,000 jobs and contributes about 1.5% to the UK’s GDP. The CMA views this as just the beginning of a broader push to tackle competition issues in digital markets.
The regulator said it will actively monitor compliance and expects Apple and Google to provide regular updates. Metrics will include app approval rates, review times, complaints, and how Apple responds to interoperability requests.
While the companies acknowledged the changes, they also defended their current systems. Apple said the deal allows it to keep improving privacy and security, while Google claimed its developer practices were already fair but welcomed the chance to collaborate with the regulator.
Notably, the agreements do not yet tackle app store commissions or allow developers to steer users to alternative payment methods, both major pain points in the global developer community. The CMA said it is still engaging with Apple and Google on these issues and may take additional steps based on feedback from stakeholders.
SQ Magazine Takeaway
I think this is a big deal. It’s rare to see two tech giants like Apple and Google actually agree to open up parts of their systems, especially without a long legal fight. Sure, there’s still a long way to go, and some of the biggest issues like payment options and commission fees are untouched. But this is a solid first step, and it shows that the UK’s new digital competition rules might actually have some teeth. If you’re a developer in the UK, the road to publishing your app just got a little less foggy.
