Apple has formally responded to a UK proposal aimed at loosening App Store rules, arguing that the suggested changes amount to price regulation and could stifle innovation. The UK's Competition and Markets Authority (CMA) proposed rules allowing developers to link to alternative payment options, following Apple and Google being designated with "strategic market status."

Under the proposed regime, Apple and Google could still charge commissions on purchases made through alternative methods, but these fees would need to be "fair and reasonable." The CMA anticipates these steering fees would be lower than current app store charges, with savings potentially passed to consumers or reinvested by developers.

However, Apple contends that the "steering" requirements are overly intrusive and would grant the CMA excessive control over its business, effectively regulating its prices and commissionable products. The CMA refuted this, stating its intention is to set principles for fair fees rather than dictate specific prices.