Observed Signal · Jun 30, 2026 · Policy Update · Source: Mobilegamer.biz · Impact: 5/5 · Sentiment: Neutral
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.
A major competition authority is consulting on forcing Apple and Google to allow off‑platform payments and remove steering bans — a potential platform policy/regulatory change that could materially affect app monetization, platform fees and commerce flows across mobile ecosystems.
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Key Takeaways & Evidence Grounding
- The UK Competition and Markets Authority (CMA) proposed removing Apple and Google measures that stop developers steering customers away from native platform payment systems.
- The CMA states steering is 'currently banned by Apple and restricted by Google in the UK.'
- The CMA opened an industry consultation running until July 28, 2026 on whether store fees are 'fair and reasonable' and whether developers should be allowed to engage users outside Apple and Google app stores.
- Google began lifting some anti‑steering measures on June 30, 2026 in the US, UK and EU.
- The CMA said similar measures could be introduced in the UK by the end of 2026, shortly after the consultation ends.
Connected Companies & Entities
2 Entities mapped“Tech giants Apple and Google are under pressure once more to remove app store payment restrictions....”
“Tech giants Apple and Google are under pressure once more to remove app store payment restrictions....”
Ontology Mapping & Concepts
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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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