The UK’s Competition and Markets Authority (CMA) has launched a pivotal consultation on a proposed “steering” conduct requirement (CR) targeting the mobile platforms of Apple and Google. This move follows the CMA’s October 2025 designation of both tech giants as holding strategic market status under the UK’s digital markets competition regime. The proposed Steering CR aims to dismantle restrictive platform policies, allowing app developers to freely communicate and transact with customers outside traditional app store boundaries.
Breaking the App Store Bottleneck
Historically, dominant mobile platforms have leveraged their market positions to restrict developers from advertising alternative, lower-cost purchasing options outside native environments. Apple, for instance, has maintained a high baseline commission fee for digital transactions, heavily insulating its proprietary billing systems from competitive forces. By restricting direct communication, platforms have effectively disintermediated developers from their customers, making it difficult to resolve billing issues, manage refunds, or build long-term relationships.
The proposed Steering CR introduces a structured framework requiring any potential steering fees to be fair, reasonable, and calculated using objective cost-and-value principles. Under this regime, platforms must ensure developers can integrate external links seamlessly, without facing discriminatory search rankings, slower review processes, or artificial user interface friction designed to discourage consumer choice.
“Allowing developers to steer and giving them the option to communicate directly with their customers can open up opportunities for innovation, leading to greater or higher quality options for consumers.”
Unlocking iOS Hardware and the Next Steps
Concurrently, the CMA has opened a call for evidence focusing on Near Field Communication (NFC) access on iOS. This parallel initiative examines how third-party developers gain technical access to the wireless payment chip on Apple devices and assesses the fairness of the associated pricing models. To encourage transparent feedback, Apple has confirmed that existing non-disclosure agreements will not penalize parties sharing their operational insights with the regulator.
The window for public input is brief. Interested parties have until 21 July 2026 to submit views on the iOS NFC call for evidence, while the broader steering consultation remains open until 28 July 2026. Together, these regulatory steps represent a concerted effort to foster an open mobile ecosystem, ultimately driving downward pressure on commission rates and expanding choices for UK consumers.
