In a submission to the UK’s Competition and Markets Authority (CMA), the iPhone maker criticized proposed requirements that would allow app developers to direct users to payment methods outside Apple’s App Store, News.Az reports, citing Reuters.
The company said the proposed “steering” rules go beyond promoting competition and would give the regulator a “highly intrusive” role in overseeing its business operations.
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The CMA’s consultation, which closed on Monday, forms part of Britain’s new digital markets regime aimed at increasing competition and expanding consumer choice. Under the proposals, app developers would be permitted to guide users toward external payment options instead of Apple’s or Google’s in-app payment systems. Any fees charged by the platform for such transactions would also need to be fair and reasonable.
Apple argued that there is no evidence the proposed changes would reduce prices for consumers.
According to the company, the App Store facilitated more than £46.5 billion ($61.8 billion) in billings and sales across the UK in 2025, while commissions represented less than 3.5% of that total.
“Under the consultation, the CMA would not only regulate Apple’s prices, but also restrict the products and services for which Apple can charge a commission,” the company said in its filing.
Supporters of the proposed reforms disputed Apple’s position. Gene Burrus, global policy counsel for the Coalition for App Fairness, said the company’s arguments ignore the challenges developers face when competing on its platform.
He argued that Apple uses its position as the dominant app marketplace operator to gain unfair competitive advantages over developers.
Apple has previously maintained that developers already have multiple ways to conduct business with customers outside its ecosystem.
The consultation is part of Britain’s digital markets framework, which gives the CMA new powers to impose tailored rules on companies designated as having Strategic Market Status. Both Apple and Google were designated under the regime last year, allowing the regulator to introduce competition measures specific to their digital platforms.
