UK CMA consults on Apple App Store steering rules
The proposed steering conduct requirement would affect how developers direct users outside the App Store.
The UK Competition and Markets Authority has opened a consultation on a proposed conduct requirement that would allow app developers to steer users outside Apple’s App Store to complete digital purchases.
The proposal applies to Apple’s Mobile Platform, which the CMA designated as having Strategic Market Status in October 2025. The consultation is part of the UK’s digital markets competition regime and closes on 28 July 2026.
The CMA said Apple’s App Store is a key gateway for developers distributing native apps in the UK. Its proposal focuses on apps that sell digital goods and services, where developers are generally restricted from directing users to alternative offers or purchases outside Apple’s in-app payment system.
Under the proposed steering conduct requirement, Apple would have to allow developers to communicate with UK users and include redirection mechanisms, such as links or buttons, that lead to external websites for purchases.
Apple could still impose restrictions where they are strictly necessary and objectively justified, including to address malware, fraud, scams, unlawful content or content harmful to children.
The proposal would also regulate how external purchasing options are presented. Apple could use a single interstitial screen to inform users that they are leaving its in-app purchase system, but the screen would need to use neutral language and must not discourage users from completing transactions elsewhere.
The CMA is also proposing that any fee Apple charges on steered transactions must be fair and reasonable. It would also prohibit Apple from discriminating against developers that use redirection mechanisms, including through app review, search ranking, platform functionality or access to interoperability features.
The CMA said effective steering could give developers more control over pricing, billing, refunds and customer support, while giving users more choice and potentially lower prices.
Why does it matter?
The consultation shows the UK’s digital markets regime moving from platform designation to targeted behavioural rules. If adopted, the requirement could weaken Apple’s control over in-app transactions for digital goods and services in the UK and give developers more room to offer alternative payment channels. It also tests how the CMA will balance competition, consumer choice, security, privacy and platform investment under the new Strategic Market Status framework.
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