Apple argues that new UK regulatory proposals regarding in-app payments would interfere with its business and fail to benefit consumers.

Apple has formally objected to proposed UK regulations that would loosen its control over in-app payments. In a submission to the Competition and Markets Authority (CMA), the company stated that the requirements would amount to price regulation and could negatively impact innovation and investment.

Regulatory Proposals and Objections

The CMA's consultation, which concluded on Monday, aims to increase competition by allowing developers to direct users to payment options outside of the Apple and Google app stores. The regulator proposes that any fees charged for such steering must be fair and reasonable. Apple contends that these measures would grant the CMA a highly intrusive role in its business operations, arguing that the rules would restrict the products and services for which it can charge a commission.

Economic Impact and Industry Response

Apple reported that its App Store facilitated over £46.5 billion in UK billings and sales in 2025, noting that commissions represented less than 3.5 percent of that total. The company stated there is no evidence that altering its payment model would result in lower prices for consumers. Conversely, Gene Burrus of the Coalition for App Fairness argued that Apple is leveraging its position as a dominant gatekeeper to maintain unfair competitive advantages, asserting that the company's arguments ignore the barriers developers currently face.