Apple and Google have put forward a series of changes to their app store practices in the United Kingdom after being placed under enhanced scrutiny by the country’s competition regulator.

The Competition and Markets Authority said both companies have proposed commitments designed to improve transparency and fairness for developers operating on their platforms. The move follows the regulator’s decision last year to designate the two technology giants with “strategic market status”, a classification that grants the authority stronger powers to oversee their conduct.

Under the proposals now being reviewed, Apple and Google have outlined adjustments covering how apps are reviewed, ranked and granted access to key operating system features. The packages also address how data is collected and used, and aim to provide developers with clearer terms when distributing apps to UK consumers.

The CMA is consulting industry participants on the proposed measures before determining whether they go far enough. The regulator has previously concluded that Apple’s App Store and Google’s Play Store form what it described as an effective duopoly, with between 90 per cent and 100 per cent of UK mobile services relying on their platforms.

One focus of the regulator’s concerns is whether the companies favour their own services. The commitments are intended to reduce the risk of preferential treatment for in-house apps and to improve access to tools that allow rival services to compete more effectively. This includes areas such as digital payments, where third-party providers have argued they face disadvantages compared with built-in wallet systems.

CMA chief executive Sarah Cardell described the proposals as an initial step under the UK’s new digital markets regime, which came into force last year. The framework gives the regulator the ability to impose targeted conduct requirements and potentially levy significant financial penalties if companies fail to comply.

The UK legislation mirrors aspects of the European Union’s Digital Markets Act, which also seeks to rein in the market power of large technology platforms. Both regimes aim to create more competitive conditions for developers and digital businesses operating within their jurisdictions.

Apple said the commitments would allow it to continue developing privacy and security features while maintaining opportunities for developers. Google said its existing Play Store policies are already fair and transparent but welcomed the chance to address the regulator’s concerns through collaboration.

If approved following consultation, the changes are expected to take effect in April. The outcome will mark one of the first practical tests of the UK’s strengthened competition rules for digital platforms, as regulators seek to balance innovation, consumer protection and market competition in an industry dominated by a small number of global players.