The Fruity Cargo Cult Apple and Google have agreed to tweak their UK app stores after a shove from the Competition and Markets Authority.
The CMA said the pair have committed not to give preferential treatment to their own apps and to be clearer about how other apps are approved for sale.
It comes seven months after the regulator said the two had an “effective duopoly” in the UK because of their dominance in the sector.
Competition and Markets Authority head Sarah Cardell said the proposed commitments “will boost the UK’s app economy” and would be the first of many measures.
Cardell said: “The ability to secure immediate commitments from Apple and Google reflects the unique flexibility of the UK digital markets competition regime and offers a practical route to swiftly address the concerns we’ve identified.”.
The CMA ruled in October 2025 that both app stores had “strategic market status”, which gives it powers to demand changes to promote competition and choice.
As part of measures announced on Tuesday, the regulator said Job’s Mob and Google committed not to use data gathered from third-party app developers in an unfair way.
Cardell called the commitments “important first steps” as the CMA continues to work on additional measures with the pair.
The regulator said it will “closely monitor” how the firms implement changes and will formally require changes if it finds the commitments are ignored.
Apple spokesperson said: “Apple faces fierce competition in every market where we operate, and we work tirelessly to create the best products, services and user experience.”
Google said it believed existing practices for developers on its Play store were fair and transparent, but “we welcome the opportunity to resolve the CMA’s concerns collaboratively”.
Technology analyst Paolo Pescatore said the announcement was a “pragmatic first step”, but some would see it as “addressing the low-hanging fruit”.
“There will inevitably be calls for a tougher clampdown from some quarters, so we should not expect this latest development to be the endgame,” he said.
The CMA said the UK’s app economy is the largest in Europe by revenue and number of app developers, and it reckons it is hardly small change.
It is estimated that the sector generates 1.5 per cent of UK GDP and supports around 400,000 jobs.
Both companies have previously warned the UK against copying the EU, arguing tough regulation harms profits innovation.
Under those sweeping rules, large platforms deemed “gatekeepers” face tougher requirements to keep competition from being smothered.
Job’s Mob has already been forced into changes aimed at transparency, fairness and choice, including showing alternative browsers rather than quietly defaulting to Safari.
It has been argued that strict interoperability requirements have affected the privacy and security of its products.
Apple said the commitments announced on Tuesday reflected its constructive engagement with the CMA and its pragmatic approach to regulation.
