The UK’s Competition and Markets Authority (CMA) announced proposals on June 30, 2026, to allow app developers to guide users to payment options outside the Apple and Google app stores to boost competition and reduce fees [1, 2, 3, 4, 5]. Currently, Apple prohibits steering users to external payment methods in the UK, while Google also restricts it, though Google recently updated Play Store rules to allow some external payment steering [1, 2, 4].
Under the CMA's proposals, fees charged by Apple and Google for permitting steering must be fair, reasonable, and lower than the current app store commission rates, which can be as high as 30% on purchases made inside apps [1, 2, 3, 5]. Will Hayter, CMA Executive Director for Digital Markets, said, "While it is only fair for Apple and Google to be compensated for the services they provide, any fees they charge must be justified through a robust, evidence-led framework involving due reference to both cost and value" [1].
The CMA is also consulting on opening Apple’s near-field communication (NFC) technology to developers to enable contactless payment services within iOS apps, an area currently restricted to Apple’s own apps [1, 2, 3, 5]. Hayter added, "We think it is important to give both app developers and users more choice about how they communicate and how they transact" [5].
The UK government designated Apple and Google as having strategic market status last year, granting the CMA powers to impose tailored requirements on mobile platforms [1, 2, 5]. The move comes as over 90% of mobile devices in the UK run on Apple or Google platforms [2]. Spotify is an example of how current commission fees affect business models; it does not allow UK users to buy subscriptions via the Apple app store but directs them to subscribe through its desktop website to avoid Apple's fees [2].
Hayter emphasized the value of choice, saying it also introduces much-needed competitive pressure in a segment where it is otherwise lacking [2]. The CMA's consultation continues as regulators gather responses on the proposals designed to reshape payment practices within the UK’s dominant app ecosystems [1, 2, 3, 4, 5].
