The Competition and Markets Authority is consulting on new conduct requirements for Apple and Google under the UK digital markets competition regime.
The proposed requirements would remove restrictions currently preventing UK app developers from ‘steering’ their customers away from Apple and Google’s platforms for payment.
‘Steering’ – the ability for developers to engage with customers about off‑platform options – is currently banned by Apple and restricted by Google in the UK.
Lifting these constraints, the CMA says, would allow developers to bypass mandatory fees set by platforms.
The CMA’s consultation includes principles to ensure that the fees Apple and Google charge for steering are fair and reasonable. The CMA says it would expect steering fees to be lower than current app store charges.
“We think it is important to give both app developers and users more choice about how they communicate and how they transact,” said Will Hayter, executive director for digital markets.
“This is not only because choice is inherently valuable but also because we see this as the best way to introduce some competitive pressure in a vital part of the mobile ecosystem that is otherwise sorely lacking such pressure.
“While it is only fair for Apple and Google to be compensated for the services they provide, any fees they charge must be justified through a robust, evidence-led framework involving due reference to both cost and value.”
The CMA also said that after hearing concerns from businesses that Apple’s high fees and strict terms prevented access to near field communication (NFC) functionality, it is designing a potential requirement to allow access for developers.
Unblocking the restriction would enable UK FinTechs and developers to support contactless transactions, like card-based payments through digital wallets, from within their own iOS apps.
Future payment methods – such as account-to-account, digital currency and stablecoin, as well as other non-financial uses, including digital ID and car keys – would also be promoted by this development.
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