Apple and Google agree to change app stores after 'effective duopoly' claim

Apple and Google have agreed to make changes to their app stores in the UK following an intervention from the UK markets regulator.

According to the Competition and Markets Authority (CMA), the tech giants have committed to not giving preferential treatment to their own apps and will be transparent about how others are approved for sale, among other agreements.

It comes seven months after the regulator said Apple and Google had an "effective duopoly" in the UK over their dominance in the sector.

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".

EU criticisms

Technology analyst Paolo Pescatore said the announcement was a "pragmatic first step" - but some may see it as "addressing the low-hanging fruit".

"There will inevitably be calls for a tougher clampdown from some quarters, so we should not expect this latest development to be the endgame," he said.

The CMA said the UK's app economy is the largest in Europe according to its revenue and amount 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.

Under its sweeping rules designed to ensure fair competition in the digital economy, large online platforms deemed "gatekeepers" in certain markets face tougher requirements.

For instance, Apple has been forced to make changes aimed at improving transparency, fairness and choice for users - such as displaying alternative browsers to its pre-installed default, Safari.

It has said strict requirements to make its services interoperable with rivals' have also affected the privacy and security of its products.

Apple said the commitments announced on Tuesday reflected its constructive engagement with the CMA and its pragmatic approach to regulation.

Additional reporting by Laura Cress