Apple has pushed back against a set of proposed regulatory measures in the United Kingdom governing its App Store, arguing that the plans effectively amount to price regulation of its business.
The technology giant raised its objections in response to remedies being considered by Britain’s Competition and Markets Authority, which is assessing how Apple operates its mobile platform and the terms it imposes on app developers.
At the heart of the dispute are the commissions Apple charges developers and the restrictions it places on how apps can direct users toward alternative payment methods. The company contends that the proposed interventions would go beyond addressing competition concerns and instead dictate the commercial terms of its marketplace.
“The proposed remedies amount to price regulation,” Apple stated, warning that such measures could undermine its ability to invest in the platform and protect users.
The UK’s competition regulator designated Apple with so-called strategic market status earlier this year, a classification that grants it enhanced powers to shape how the company conducts its business. That designation opened the door to a range of possible interventions now under consultation.
The friction in Britain mirrors mounting pressure Apple faces across multiple jurisdictions over the economics of its App Store. The company has fought a series of high-profile battles over the commissions it collects and the control it maintains over in-app transactions.
In the United States, Apple has contested court rulings stemming from its long-running dispute with Epic Games over in-app payment commissions, a case that has reshaped how developers can steer users toward external payment options. The company has also faced sustained scrutiny in the European Union under the Digital Markets Act, which requires large platforms to open their ecosystems to greater competition.
Apple has consistently argued that its commission structure funds the security, privacy protections, and developer tools that underpin its platform. Critics, including many app developers, counter that the fees are excessive and that Apple’s control stifles competition and inflates costs passed on to consumers.
The Competition and Markets Authority is expected to weigh Apple’s submission alongside responses from developers and other stakeholders as it finalises its approach. Any binding measures could reshape how the App Store operates in one of Apple’s key markets.
The outcome in Britain is likely to be watched closely by regulators elsewhere, as governments around the world grapple with how to police the market power of dominant technology platforms while preserving investment and innovation.