Observed Signal · Jul 30, 2026 · Regulation · Source: PocketGamer.biz · Impact: 4/5 · Sentiment: Neutral
Apple pushes back on UK App Store payment rules
Apple has objected to proposed UK Competition and Markets Authority rules that would let developers steer users to external payment options and their own stores, arguing the measures amount to intrusive price regulation and that there is no evidence they would reduce consumer prices. The CMA says its consultation—part of the UK’s digital markets regime that designated Apple and Google as strategically important—seeks to set principles for fair, reasonable steering fees rather than directly fix prices and expects those fees to be lower than current App Store charges. The consultation closed in July and a final decision is pending. Apple said the App Store generated £46.5bn in UK billings in 2025, with commissions accounting for under 3.5% of that total. The Coalition for App Fairness accused Apple of leveraging its gatekeeper position.
Policy affecting major platform App Store payment routing could change in-app commerce, developer revenue and payment flows—impacting app monetization and broader platform economics across the industry.
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Key Takeaways & Evidence Grounding
- Apple formally objected to the CMA proposal, saying steering rules would amount to intrusive price regulation and would not necessarily lower prices.
- The CMA consultation would allow developers to direct users to external stores/websites and seeks principles for fair, reasonable steering fees rather than setting prices.
- The consultation is part of the UK’s digital markets regime (which designated Apple and Google as strategic market operators); it closed in July and a final decision is pending.
- Apple reported the App Store generated £46.5bn in UK billings in 2025 and said commissions comprised under 3.5% of that total.
- The Coalition for App Fairness criticised Apple, accusing it of using its gatekeeper position to gain competitive advantage.
Connected Companies & Entities
3 Entities mapped“Apple has criticised proposed UK rules governing its App Store as it believes plans to loosen its control over in-app payments would effecti...”
“As reported by Reuters, the company said the proposed "steering" requirements would go beyond promoting competition by giving the regulator ...”
“The CMA's consultation proposes allowing app developers to direct users to payment options outside Apple's App Store and Google Play....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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UK CMA Proposes Removing App‑Store Steering Bans
The UK Competition and Markets Authority (CMA) has proposed removing Apple and Google restrictions that prevent app developers from steering users to off‑platform payment options. The CMA says Apple currently bans steering and Google restricts it in the UK, and is consulting industry stakeholders until July 28, 2026 to determine whether app store fees are fair and whether developers should be allowed to engage users outside the stores. Google began lifting some anti‑steering measures on June 30 in the US, UK and EU. The CMA indicated similar UK measures could be implemented by the end of 2026 following the consultation. Will Hayter of the CMA spoke in favour of increasing choice for developers and users and said platform fees should be justified by evidence of cost and value.
Apple revises EU App Store fees and rules
Apple will implement a single EU developer-terms model effective October 1, 2026, to comply with the Digital Markets Act, allowing developers to distribute iPhone apps via third‑party marketplaces or websites and to offer or point users to alternative payment options while retaining Apple IAP. The plan removes prior initial-acquisition and store-services fees and adds a 5% Core Technology Commission on transactions for apps distributed outside the App Store. Published tiered fees set Apple IAP at generally 26% (many eligible for 15%), external-payment processing at 20% (reducible to 10% for qualifying/small-business programs), and website link‑outs at 15%. Developers must commit to a chosen payment option for 12 months. Apple eased rules for alternative marketplaces and added parental-control measures; the European Commission will monitor implementation. Epic criticised the terms and Apple is appealing a €500 million DMA fine.
Apple's New EU App Store Terms Still Breach DMA, Coalition Says
A coalition of 18 app developer and digital business organizations, including the European Game Developer Federation (EGDF) and the Coalition for App Fairness, has publicly criticized Apple's revised EU App Store terms, announced on August 18th, 2026. The groups argue the new terms still violate the Digital Markets Act (DMA). They specifically object to the 15% fee for steering users to external payment methods, which the DMA requires to be free, and the replacement of the previous Core Technology Fee with a 5% Core Technology Commission on transactions outside the App Store. The coalition claims the European Commission appears to endorse these terms without formal consultation, leaving developers in uncertainty. They also note that Apple retains significant control through app review and registration requirements, and reference a US court order barring similar fees. This follows Apple's €500m fine in April 2025 for DMA non-compliance.
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