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In response to the UK markets regulator, Apple and Google have agreed to new app-store rules designed to level the playing field for developers. Key commitments include avoiding preferential treatment of in-house apps and greater transparency on how apps are vetted and listed. The concessions follow the CMA’s (Competition and Markets Authority) finding seven months ago that the companies collectively form an “effective duopoly” in the UK.
The CMA's head Sarah Cardell said the proposed commitments "will boost the UK's app economy" and were the first of many measures.
"The ability to secure immediate commitments from Apple and Google reflects the unique flexibility of the UK digital markets competition regime and offers a practical route to swiftly address the concerns we've identified," she said.
The CMA ruled both Apple and Google's app stores had "strategic market status" in October 2025, which allowed it to demand changes to promote competition and choice.
As part of the measures announced on Tuesday, the regulator said Apple and Google had also committed not to use data gathered from third-party app developers in an unfair way.
Cardell said these were "important first steps" as the CMA continues to work on further measures with Apple and Google. The regulator says it will "closely monitor" how the firms implement changes, and it will formally require changes if it finds the commitments are ignored.
The tech giants welcomed the agreements.
"Apple faces fierce competition in every market where we operate, and we work tirelessly to create the best products, services and user experience," an Apple spokesperson said.
Google said while it believed the existing practices for developers on its app store Play were fair and transparent, "we welcome the opportunity to resolve the CMA's concerns collaboratively".
The CMA said the UK's app economy is the largest in Europe according to its revenue and number of app developers. It said it generates an estimated 1.5% of the UK's GDP and supports around 400,000 jobs.
Both Apple and Google have previously warned the UK against following in the footsteps of the EU with tough regulations they believe harm innovation.
