Apple and Google have agreed to introduce a series of Changes to the App Store and Google Play at the request of the UK Competition and Markets Authority (CMA)The British regulator views this step as a relevant initial move within its new framework for monitoring large digital platforms, which aims to make the app ecosystem more transparent and less unbalanced for developers.
The agreement comes after the CMA declared that both companies hold a “Strategic market status” in smartphonesThis effectively recognizes a duopoly in the distribution of apps on iOS and Android mobile devices in the UK. Based on this designation, the agency gains the power to demand specific adjustments to how their app stores operate.
What has the CMA demanded of Apple and Google
The regulator's main focus is on the fact that app stores work with clearer, more predictable and non-discriminatory criteria for the thousands of developers who rely on them to review and distribute their apps. For years, many software creators have complained about opaque processes, inconsistent decisions, and a feeling of unequal treatment compared to Apple and Google's own apps.
In response, both companies have agreed with the CMA that the review processes on the App Store and Google Play will be streamlined. They will not be able to discriminate against applications that compete directly with their own services or products.This implies, in theory, that rival apps in areas such as browsers, digital wallets, translation services or content should not be subject to stricter criteria than native apps.
Another key element of the commitment is data handling. Apple and Google have committed to do not use the information they collect of third-party applications to gain an unfair competitive advantageIn other words, performance data, downloads, user behavior, or internal metrics obtained through the stores should not be used to favor their own services at the expense of third-party developers.
Furthermore, the CMA emphasizes that in-store ratings and reviews must to operate in a fair, objective, and transparent mannerUser ratings and popularity rankings are a key piece of visibility for developers, so the regulator wants to prevent any manipulation or bias that gives preferential treatment to Apple or Google apps over independent alternatives.
Greater transparency in review processes and public data
One of the most striking aspects of the package of commitments concerns the information that Apple and Google will provide to the regulator. According to the CMA, the two companies have agreed provide detailed data on the internal workings of their application review processes, something that until now was largely a black box for the sector.
Among those data will be the proportion of apps submitted, approved, rejected and subsequently appealedas well as the average time it takes from when a developer submits their application until the review is complete. These waiting times have been the subject of recurring complaints, especially for small businesses that rely on releasing updates quickly.
The CMA will also receive information about the number of complaints processed and the outcome of each oneThis will allow the identification of possible questionable decision patterns, as well as the interoperability requests submitted by developers and how Apple and Google respond to them.
The British regulator has pledged to make this data public to some extent, which will contribute an unprecedented level of transparency about the day-to-day operation of the App Store and Google PlayFor the developer community, having this information can be useful both for planning releases and for detecting potential problem areas and making better-founded complaints.
According to the CMA, this package of commitments It will come into effect in April.The intention is for the effects to begin to be felt relatively soon in the British app market, a move that other European regulators will be closely monitoring.
Interoperable access to iOS features
Beyond transparency, the CMA has focused on developers' ability to compete on equal terms when they need to integrate operating system functionsAt this point, Apple's commitment is especially relevant, given the more closed nature of iOS compared to Android.
Apple has agreed to study and, if appropriate, enable for third parties a “interoperable access” to certain features and functionalities of your mobile operating systemThis could affect, among other things, services such as digital wallets, authentication, real-time translation functions, or deep integrations with the system that until now have been much more restricted.
The idea is that a developer who wants to launch an app that competes with an Apple service. not be artificially limited by APIs or technical restrictionsAlthough the specifics of what will be opened and under what conditions are still to be determined, the CMA believes this could encourage the emergence of more alternatives in segments where Apple currently holds a strong advantage. Furthermore, companies like Microsoft are already exploring alternatives. launch its own app store for iOS It is one of the initiatives that could change the landscape.
In the case of Google, the company already operates with a relatively more open ecosystem, but it has also committed to to ensure that its key tools and services on Android are not used as leverage to favor its own applications. compared to third-party options, thus aligning with the same principle of interoperability and fair treatment.
In the European context, where the Digital Markets Law (DMA) Already forcing significant changes in dominant platforms, these British commitments are seen as part of the same regulatory trend: opening up closed ecosystems and reducing the scope for practices that limit competition.
Fees and payment methods: the big unresolved issue
One of the most sensitive topics for developers, the Commissions of up to 30% that Apple and Google charge for purchases, subscriptions, and in-app paymentsIt is currently excluded from this specific agreement with the CMA. The regulator acknowledges that this remains a cause for concern but has chosen to address it separately.
The CMA already indicated in July that The level of those commissions is a “key concern”This is especially important for small and medium-sized businesses operating on tight margins. Furthermore, the ability to redirect users to alternative payment systems outside of official stores remains a priority for the agency.
The British regulator has made it clear that any changes regarding payments and fees will not be subject to change. It will take into account the measures being implemented in other jurisdictions., particularly in the European Union with the DMA, which requires allowing more billing options and restricts practices that block third-party payment methods.
For now, the CMA maintains a open dialogue with Apple and Google on this pointHowever, no specific commitments have been announced. This suggests that the regulatory battle over commissions could drag on and lead to new obligations for both companies in the near future.
For European markets, including Spain, this debate on tariffs is especially relevant, since Any changes implemented in the UK or the EU could ultimately influence the overall framework for app monetization. across the continent.
A flexible and collaborative regulatory approach
Instead of imposing stricter formal requirements from the outset, the CMA has opted to work together with Apple and Google to launch an initial package of voluntary commitmentsThe agency's chief executive, Sarah Cardell, defended this approach as a demonstration of the "unique flexibility" of the British competition regime in digital markets.
According to Cardell, this negotiation model allows to obtain faster and more tangible results for consumers and businessesThis avoids prolonging the process with lengthy legal battles. However, the regulator retains the ability to take a tougher stance if it detects non-compliance or deems the commitments insufficient.
The CMA official stressed that the agreements reached are only “important steps” within a broader set of measures The agency is preparing measures to improve the functioning of the App Store and Google Play in the UK. This is not the final step, but rather an initial phase within a more ambitious regulatory agenda.
Meanwhile, the European Union is pursuing a more aggressive approach. Brussels has even gone so far as to to impose a fine of 500 million euros on Apple for technical and commercial restrictions in its App Storeforcing the company to consider changes to the rules and rates for European users.
This combination of pressure from London and Brussels creates an environment in which Big tech companies have increasingly less room to keep the traditional model of their app stores intact, both in the United Kingdom and in the rest of Europe.
Apple and Google's reaction and effects for developers
In its initial public reactions, Apple has stated that values the “positive and ongoing dialogue” with the CMA and that the commitments reached will allow it to continue driving innovations in privacy and security for users, while opening up new opportunities for developers.
The company insists that it can combine a high level of data protection and user experience with a more competitive environment for third parties, an idea that will be tested as the agreed changes are implemented in the UK and other European markets subject to the DMA.
For its part, Google has emphasized that it considers its current practices with developers to be already fair, objective and transparentBut at the same time, it has embraced the opportunity to address the CMA's concerns collaboratively. A company spokesperson emphasized its commitment to providing a platform where developers can grow and users can explore with confidence.
For app creators, especially small businesses and independent studiosThe package of commitments entails a somewhat more predictable scenario with greater access to informationGreater transparency in review times, public statistics, and safeguards against potential favoritism can reduce some of the uncertainty that exists today.
Even so, a large part of the sector will continue to monitor how the discussion evolves on fees and alternative payment methodswhich is where a significant part of the profitability of their projects is at stake, both in the United Kingdom and in the European market as a whole.
With this move, the United Kingdom positions itself as one of the key scenarios in the changes facing Apple's App Store and Google Play, and its experience can serve as a reference —or warning— for other European authorities interested in further opening up the app ecosystem without disrupting the security or stability of the platforms.
