U.K. Competition Authority Proposes Restrictions on Apple’s Anti-Steering Rules

The U.K.’s Competition and Markets Authority: ‘Steering’ – the ability for developers to engage with customers about off‑platform options – is currently banned by Apple and restricted by Google in the UK. Lifting these constraints would allow developers to bypass mandatory fees set by platforms. The CMA’s consultation includes principles to ensure that the fees Apple and Google charge for steering are fair and reasonable. Using an evidence-based framework, the CMA would expect steering fees to be lower than current app store charges, with savings passed onto UK customers or invested back into the developers’ businesses to support future innovation. You will note the CMA is not saying that a smaller fee actually will result in lower prices for customers, because corporations — including developers — tend to be profit-seeking endeavours. They may increase prices when costs grow but that does not mean they do the opposite. But who cares? Lower costs permit more flexibility on pricing…