A different tool
The UK’s digital markets competition regime came into force in January 2025. It allows the Competition and Markets Authority to designate firms with strategic market status in a specific activity and create targeted conduct requirements. By mid-2026 the CMA had completed several designations and opened another investigation into Microsoft’s business-software ecosystem. The approach is designed to be more tailored than applying identical rules to every technology company.
The steering question
In June 2026 the CMA consulted on requirements that would let British app developers tell customers about payment or purchase options outside Apple and Google’s stores. Current platform rules restrict that communication in different ways. Allowing steering could reduce fees or give developers a more direct customer relationship. The practical result will depend on remaining charges and whether users clearly understand where a purchase takes place and who handles refunds.
The proof is behaviour
Platforms argue that integrated distribution, review and payment support security and trust. Developers argue that control over discovery and transactions entrenches fees and limits alternative business models. Good rules should create room for choice without making deceptive flows easier. Success should be measured by whether British developers launch new offers, retain more revenue and pass some benefit to customers — not by the length of the regulatory document.
UK TECH TRENDIndependent analysis for the British technology market.
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