Britain’s competition watchdog has nudged Apple and Google to play a bit fairer in their app stores, though the tech giants still hold the keys to the kingdom. The Competition and Markets Authority, or CMA, announced this week that both companies have agreed to make their app review processes more transparent and less arbitrary.
Starting April 1st, if all goes through after a consultation period, developers should get clearer explanations when their apps get rejected, and they’ll see more consistent treatment compared to Apple’s or Google’s own apps.
The regulator also got commitments around data use. Apple and Google promised not to peek at third party apps during review and then quietly copy their features for their own products. Apple, specifically, will set up a proper channel for developers to request access to things like NFC chips or secure wallet functions that have been tightly locked down on iPhones.
This comes after the CMA officially labelled both companies’ mobile ecosystems as having “strategic market status” last October. That designation, part of Britain’s newer digital competition rules, gives the regulator ongoing oversight powers without having to drag firms through years of court battles.
But here is what didn’t happen. Neither Apple nor Google has to allow third party app stores on their devices. They don’t have to lower their 15 to 30 percent commission fees. And they still control the default settings, the payment systems, and the core architecture of their platforms.
Sarah Cardell, the CMA’s chief executive, called the agreements an important first step. She also reminded everyone that if Apple or Google drag their feet, the regulator can always come back with stricter, legally binding orders.
Some tech industry groups praised the flexible approach, worried that heavy handed rules might stifle innovation. Others, including developer advocates, called the deal underwhelming. They point out these promises aren’t legally locked in yet and sidestep the big pain points like fees and distribution monopolies.
It’s worth noting how this contrasts with Europe. Under the EU’s Digital Markets Act, regulators have already forced Apple to allow alternative app stores and slapped fines for anti steering rules. The UK seems to be taking a slower, more procedural route for now.
For developers, the upside is modest but real. They should face fewer head scratching rejections and have a clearer path to appeal decisions. The CMA will also track metrics like review times and complaint rates to keep an eye on things.
Apple and Google continue to act as gatekeepers. For smaller developers especially, navigating these platforms will stay expensive and complex, transparency or not. The CMA’s work here is just getting started, with ongoing probes into payment steering, device interoperability, and deeper access to phone features. But for now, it’s procedural progress without shaking the foundations.
