Britain's Competition and Markets Authority wants to force Apple and Google to let app developers point users toward cheaper, off platform payment options, a move aimed at chipping away at the commissions both companies charge inside their app stores. The proposal, announced on June 30, would strip away rules that currently stop UK developers from directing customers elsewhere to pay.
At a Glance
- Proposal announced Tuesday, June 30 by the CMA
- Would let developers steer users to payment options outside Apple and Google app stores
- Any steering fees must be fair, reasonable and lower than existing app store commissions
- CMA also weighing forced access to Apple's near field communication chip for third party contactless payments
- Google says it already made similar changes to Play Store terms this month
What the Regulator Is Proposing
Right now, Apple bans developers from telling customers they can pay through a website or another app to dodge in app purchase fees. Google allows it but with restrictions attached. The CMA's plan would loosen those rules across the board, giving UK developers a clearer path to send users off platform for cheaper checkout.
The regulator was explicit that any fee Apple or Google charges for permitting this kind of steering has to be reasonable and set below what developers currently pay in app store commissions. The idea is that whatever money developers save should either flow back to consumers through lower prices or get reinvested into building better apps and services.
NFC Access Could Be Next
Beyond payment steering, the CMA is also looking at whether Apple should be required to open up its near field communication hardware. That's the chip that powers tap to pay. If adopted, developers could build their own contactless payment features directly into iOS apps rather than relying solely on Apple Pay.
That would mark a real shift in how iPhones handle payments in the UK, since Apple has kept tight control over NFC access for years, citing security concerns.
How the Two Companies Are Responding
Google said it has effectively already gotten ahead of the CMA's demands. The company pointed to updated Play Store terms rolled out earlier in June that let developers steer users to outside payment methods, though some conditions still apply. Google also cited recent adjustments to its fee structure as evidence it's moving in the direction regulators want.
Apple had not responded to requests for comment at the time the proposal was announced.
Why This Matters for Developers and Shoppers
App store commissions, which have historically run as high as 30 percent on many transactions, have long frustrated developers who argue the fees inflate prices for everyone. Steering restrictions compounded that problem by making it hard for developers to even mention cheaper alternatives to their own customers.
If the CMA's proposals go through, UK app users could start seeing more prompts to pay via a company's own website or app, often at a lower price than buying through Apple's or Google's checkout. Developers, particularly smaller ones, stand to benefit most since app store fees eat into margins disproportionately for companies without Apple's or Google's scale.
What Happens From Here
The CMA's announcement is a proposal, not a final rule, so there will likely be a consultation period before anything becomes binding. Apple's silence so far leaves open the question of how hard the company will push back, especially on the NFC access piece, which touches core hardware functionality it has guarded closely. Google, having already adjusted its Play Store policies, appears positioned to absorb these changes with less friction.