Observed Signal · Aug 12, 2021 · Regulation · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Neutral
Open App Markets Act seeks to break app store duopoly
Three US Senators introduced the Open App Markets Act, a bill intended to curb the perceived monopolistic power of major app stores. Targeting operators with at least 50 million US users, it would ban tying app store access to a particular billing system that enables commissions (up to around 30%), and allow developers to point users to alternative stores. End users would gain the ability to install third-party app stores, uninstall preinstalled apps, and set freely chosen default apps. The act would also restrict operators from using non-public user data to imitate popular apps and would prevent biased search prominence for their own offerings. The proposal is now before the US Senate. The idea has drawn support from privacy advocates and developers, while EU officials, including Margrethe Vestager, have signaled that similar rules could apply to Apple App Store in Europe.
Regulatory proposal impacting major app stores; mixed industry reception.
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Key Takeaways & Evidence Grounding
- Open App Markets Act introduced in US Senate by three Senators.
- Target applies to app store operators with at least 50 million US users (Apple, Google, Microsoft cited in text).
- Prohibits tying access to app stores to a specific billing system and up to 30% commission.
- App developers would be allowed to reference other stores; end-users could install third-party stores and change default apps.
- EU Competition Commissioner Margrethe Vestager cited as advocating similar considerations for Apple App Store in the EU.
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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.
EU's Digital Markets Act Sparks Alternative App Store Revolution
The Digital Markets Act (DMA) has opened the door for alternative app stores on Apple devices in the European Union, requiring apps distributed via third-party marketplaces to pass Apple’s notarization checks and for marketplaces to accept Apple’s DMA business terms. Apple requires a new Core Technology Fee and other commercial terms for DMA‑compliant marketplaces. Outside the EU, markets such as Japan are adopting similar options after Apple’s compliance with the Mobile Software Competition Act (MSCA). A range of alternative stores are now operational or trialling distribution, including AltStore PAL, Epic Games Store (iOS in EU), Aptoide’s iOS store, Mobivention (B2B), Skich and Onside. Some launches have struggled — e.g., MacPaw’s Setapp Mobile was shuttered in February 2026 citing complex business terms.
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.
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