Apple could face major changes to its App Store and payment ecosystem in the UK after the country’s competition regulator proposed new measures aimed at increasing competition and giving developers more payment options. If approved, the changes could also allow fintech companies to build alternatives to Apple Pay using the iPhone’s NFC technology.
The UK’s Competition and Markets Authority (CMA) has launched a consultation on new rules covering Apple’s App Store and Google’s Play Store under the country’s digital markets framework. The proposals would allow developers to direct users to third-party payment methods instead of relying only on in-app purchases.
The regulator said Apple and Google should continue receiving payments for the services they provide. However, fees charged for alternative payment options should be fair, reasonable and lower than existing app store commissions. It also suggested developers should pass any savings to customers or invest them in innovation.
The CMA is also considering requiring Apple to expand access to the iPhone’s Near Field Communication (NFC) technology. This could enable UK fintech firms to develop competing payment services to Apple Pay and Apple Wallet, while also supporting account-to-account payments and future technologies such as digital currencies.
The proposals fall under the UK’s digital markets regime, where Apple and Google were designated as companies with strategic market status for their mobile ecosystems last year.
Google recently updated its Play Store policies to allow developers to guide users to complete purchases outside the platform. The regulator will review those changes before deciding later this year if additional rules are necessary.
Apple has opposed the proposed measures, arguing they could weaken security, increase fraud risks, reduce transaction verification and expose users to scams, misleading sales practices and attempts to bypass parental controls.
The regulator noted that app store commissions can reach up to 30% and said alternative payment methods remain a priority. Similar regulatory discussions are also underway in the European Union, the United States, and Japan.
Apple had already expanded NFC access with iOS 18.1 in 2024 across select markets, allowing approved third-party developers to support NFC-based payments and digital services while meeting Apple’s security requirements.
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