Apple and Google have pledged a series of changes to their mobile app store operations in the United Kingdom after engaging with London’s Competition and Markets Authority, marking a key moment in the enforcement of the country’s new digital markets regime.

The commitments, agreed by both companies under the regulator’s “strategic market status” designation, aim to ensure that app reviews and rankings on Apple’s App Store and Google’s Play Store are conducted in a fair, objective and transparent manner, without preferential treatment for their own apps.

The reforms also include safeguards on how developer data collected during app assessments is used and a more accessible process for developers to request access to certain system features in Apple’s iOS such as digital wallets and live translation tools.

The CMA said the changes represent important initial steps to strengthen competition in a mobile ecosystem where nearly all British smartphones operate on Apple and Google platforms, reflecting their dominant position.

Thousands of developers have long criticised what they describe as opaque review processes and inconsistent treatment that can disadvantage third-party applications.

Under the agreement, both firms will provide clearer guidance on app review outcomes and ensure that their procedures treat rival services equitably.

Apple said the commitments allow the company to continue innovating in privacy and security for users while offering significant opportunities for developers to build and compete effectively on its platform.

Google welcomed the chance to address the CMA’s concerns collaboratively, maintaining that its existing developer practices are fair and transparent.

Despite the announcements, the commitments are voluntary and subject to a public consultation period running through early March, with formal implementation scheduled for April.

The CMA has signalled it will monitor compliance closely and is prepared to impose binding conduct requirements if the companies do not deliver on their assurances.

The regulator has also indicated that broader issues, such as app store commission fees and expanded payment options, remain priorities for future scrutiny, reflecting ongoing debate over the balance between platform control and competitive access in digital markets.