The U.K.’s Competition and Markets Authority said it has secured commitments from Apple (AAPL) and Alphabet’s (GOOG) (GOOGL) Google to improve fairness in app store processes and enhance iOS interoperability.
In October 2025, the CMA designated the two tech giants with strategic market status, or SMS, in mobile platforms. The designation allows the regulator to introduce targeted measures for the purposes of fair dealing, open choices, or trust and transparency.
CMA said the commitments include making sure Apple and Google review apps to be distributed on their app stores in a fair and transparent way and do not discriminate against apps that compete with their own or give preferential treatment to their own apps.
The commitments also include enabling developers to more easily request interoperable access to features and functionality within Apple’s mobile operating systems, iOS and iPadOS, giving businesses more certainty over how they can deliver innovative products and services to U.K. consumers.
The regulator noted that Apple has committed to considering requests fairly and objectively.
Apple and Google are also expected to rank apps in their app stores in a fair and transparent way and to not discriminate against apps that compete with their own or give preferential treatment to their own apps, the regulator noted.
Additional pledges include making sure Apple and Google safeguard the app data they gather from developers in the course of app review and do not use this data unfairly.
“These are important first steps while we continue to work on a broad range of additional measures to improve Apple and Google’s app store services in the UK, for example by enabling more choice and innovation in digital wallets, boosting the UK’s fintech sector and potentially supporting the roll out of digital IDs,” said Sarah Cardell, chief executive of the CMA.
The CMS is seeking views on the commitments by March 3. Subject to views, the commitments will take effect from April 1.
Apple and Google did not immediately respond to a request for comment from Seeking Alpha.
Apple said to Reuters that it faced “fierce competition in every market where we operate, and we work tirelessly to create the best products, services and user experience”.
“The commitments announced today allow Apple to continue advancing important privacy and security innovations for users and great opportunities for developers,” Apple added.
Google said to the news outlet that while it believed its existing developer practices were fair, objective, and transparent, it welcomed the opportunity to resolve the CMA’s concerns collaboratively.