Apple Protests UK CMA Plan, Calls App Store Intervention Intrusive; 2025 UK Transactions Over $60 Billion

Apple has submitted a formal filing to the UK Competition and Markets Authority opposing the regulator's proposed framework for big tech. In the document, Apple argues that the UK's plan to adopt stricter measures similar to the EU is excessively harsh, going beyond the goal of promoting market competition and constituting illegal intervention in service pricing.

Under the regulatory approach currently under consideration by the CMA, Apple and Google would be required to open their respective app stores to competitors. Apple stated in its official filing that under the current proposal, the CMA would not only intervene in Apple's product pricing but also restrict the range of products and services on which Apple can charge commissions, granting the UK regulator highly intrusive jurisdiction over App Store operations.

Apple emphasised that its App Store facilitated over $60 billion in transactions in the UK market alone in 2025, and that there is no evidence that mandatory regulation would result in lower prices for users.

The CMA has not yet issued a formal response to Apple's filing. During the launch of the previous consultation period, Will Hayter, the CMA's executive director, said the regulator acknowledges that Apple and Google should receive reasonable compensation for the services they provide, but stressed that any fees charged must be based on a sound, evidence-based framework grounded in cost and value. In addition, the CMA's proposal includes requiring Apple to open the iPhone's NFC system to allow competitors to develop alternative payment services to Apple Wallet.

The UK has been slower than the EU in advancing tech regulation, but follows a similar overall path. In October 2025, the UK followed the EU in designating Apple and Google as having strategic market status in the region, akin to the EU's gatekeeper definition.