ON 11 February 2026, the UK’s CMA signalled a markedly different approach from the EU by opting for a light-touch path rather than mandate sideloading or drastic intervention in the Apple-Google duopoly.
The CMA has resolved to accept voluntary commitments from the two tech giants, operating under the assumption that they will govern their app marketplaces fairly, with negotiable improvements to App Store review protocols, ranking algorithms, data use, and interoperability—so that third-party developers such as Spotify are treated impartially against native services like Apple Music.
Tom Smith, a former CMA executive, characterised these guidelines as mere aspirations to the Financial Times, noting their lack of statutory enforcement, a stance contrasting with the EU’s more stringent enforcement. The CMA cautioned that if Apple denies interoperability requests or Google engages in duplicitous activities, more concrete, mandatory requirements may be introduced.
In response, Google celebrated collaborative problem-solving, while Apple said the decision allows continued innovation in privacy and security; the policy, some argue, also reflects geopolitical pragmatism as the UK seeks a hospitable path for American tech titans.