The United Kingdom’s Digital Markets Unit (DMU), operating within the Competition and Markets Authority (CMA), has proposed new price regulations targeting the app stores operated by Apple and Google. These measures aim to address concerns about competition and consumer choice in digital markets, but industry experts warn that the approach could have unintended consequences for users.

Currently, app developers such as Spotify must pay Apple or Google commissions on subscriptions made through their platforms and are restricted from informing customers within their apps about alternative subscription options available on their own websites. Regulators argue that these restrictions stifle competition by preventing consumers from accessing potentially cheaper alternatives.

In response, the DMU’s proposal would grant developers the right to direct users to external payment methods outside the app stores. However, Apple and Google would still be allowed to charge fees on purchases completed through these external links, with these fees subject to CMA oversight and price caps.

The intention behind the plan is to strike a balance between preventing excessive fees and ensuring the app stores retain adequate revenue streams to maintain platform security and user trust. The CMA framework requires Apple and Google to itemize costs directly related to services tied to completed purchases—such as app review processes, malware checks, fraud prevention, and customer support. Regulators would then assess which costs are recoverable, determine reasonable profits, and evaluate how much value derives from platform trust and market power.

Industry observers have expressed skepticism over the feasibility of this approach. Regulating prices in digital ecosystems—where value is derived from intangible assets like software and trust—is described as highly complex compared to traditional utility rate-setting. Critics suggest the proposed regulations could deter Apple and Google from investing in the infrastructure and security features integral to the app stores, potentially undermining consumer protections.

A 2025 CMA survey indicated that users prioritize convenience, choice, security, and privacy over affordability when engaging with app stores. Similarly, a poll commissioned by a technology industry trade group found that a significant proportion of respondents valued secure payments and fraud protection more than lower prices.

While the proposed regulations might enable developers to offer cheaper subscription pathways, questions remain about whether these savings would be passed on to consumers or absorbed by developers themselves. Moreover, a reduction in fees for Apple and Google could lead to decreased investment in the platforms’ security and payment processing capabilities.

This regulatory approach reflects the UK’s broader efforts to increase oversight of large technology companies, but some critics argue that imposing such controls on a sector that has historically fostered consumer trust may not be the most urgent consumer protection priority. They caution that the complexity and potentially intrusive nature of the CMA’s model could result in unintended consequences for both developers and users.