The UK's Competition and Markets Authority is weighing stricter App Store regulations that would force Apple and Google to permit alternative payment systems and rival app stores. This follows February 2026 agreements where both companies accepted transparency changes they had already implemented in Europe.

CMA executive director Will Hayter argues any fees should be justified through evidence-based frameworks, potentially lowering commission rates below current App Store levels. The regulator wants developers to redirect users to competing platforms and seeks access to iPhone NFC technology for non-Apple Wallet services.

Apple strongly opposes the proposals, warning they could enable scams and undermine parental controls. Company representatives say users lose protections when directed away from Apple's trusted payment infrastructure. Google claims it is already working toward compliance with similar measures.

These proposals stem from the CMA's October 2025 designation of both companies as having "strategic market status" – essentially mirroring the EU's gatekeeper classification. While not yet legislation, the consultation represents post-Brexit Britain's tightrope walk between regulating Big Tech and avoiding explicit EU policy emulation.