Apple Challenges UK Proposal On App Store Payment Rules

Apple has opposed proposed UK rules that would require changes to its App Store payment system, saying the measures could affect its business model and investment decisions.

In its submission to the UK’s Competition and Markets Authority (CMA), Apple said the proposed rules on app payment options would go beyond promoting competition. The regulator’s consultation proposes allowing app developers to direct users to payment methods outside the App Store and requiring any related fees to be fair and reasonable. The CMA said the proposals are intended to improve competition and consumer choice rather than regulate prices. It added that fees for external payment options should be lower than current App Store charges.

Apple said its App Store supported more than 46.5 billion pounds in UK billings and sales during 2025 and argued no evidence changing its payment model would reduce prices for consumers. The CMA is reviewing feedback before issuing a final decision.