Apple says UK App Store proposal amounts to price regulation

Apple said proposed UK App Store rules from the Competition and Markets Authority would amount to price regulation, arguing the changes would intrude on its business and could hurt innovation and investment. The regulator is considering allowing app developers to steer users to external payment options and requiring Apple’s steering fees to be fair and reasonable. Apple says its UK App Store generated more than £46.5 billion in billings and sales in 2025, while commissions were under 3.5% of the total, and it sees no evidence the rules would lower consumer prices. The dispute highlights rising regulatory pressure on Apple under Britain’s new digital markets regime, which targets platforms with strategic market status.