UK Regulator Moves to Force Apple and Google to Allow Steering

The Competition and Markets Authority launched a consultation on June 30, 2026, to impose new conduct requirements on Apple Inc. and Google LLC. The regulator aims to break what it describes as an effective duopoly in the UK mobile market by permitting steering, which allows app developers to direct users to payment methods and subscriptions outside the companies' app stores to bypass commissions that can reach 30%.

As part of the proposal, the regulator is considering forcing Apple to open its near-field communication (NFC) technology. This would enable UK fintech companies and banks to develop contactless payment alternatives to Apple Wallet and digital IDs. The agency mandates that any fees charged for steering must be fair, reasonable, and lower than current app store commissions, with savings passed to consumers or reinvested into innovation.

Google stated it has already implemented changes to its Play Store terms to allow steering. Apple opposed the measures, arguing that directing users away from its trusted payment infrastructure increases vulnerability to scams and bait-and-switch tactics while undermining parental controls. These proposals follow an October designation of strategic market status for both technology companies.