Apple has informed UK regulators that proposed App Store regulations are "highly intrusive" and amount to illegal price controls. The UK's Competition and Markets Authority (CMA) is considering adopting EU-like measures, including forcing Apple and Google to allow rival app stores.

In a formal filing, Apple stated the CMA's proposals would regulate its prices and restrict commissionable products, going beyond competition promotion. The company highlighted the App Store's $60 billion facilitation for the UK in 2025 and questioned if the changes would lower user prices. The CMA, in a prior statement, acknowledged the need for developer fees but emphasized they must be justified by cost and value.

The CMA's proposals also extend to requiring Apple to open its NFC system to competitors. While the consultation period for these measures concluded on July 21, 2026, Apple's response to the NFC aspect is not detailed. The CMA, which designated Apple and Google as having "strategic market status" in late 2025, is expected to report its findings soon.