Why UK Users Have to Wait for Alternative Payment Providers and App Stores

I was excited to try downloading an alternative app store the other day, thinking the UK would benefit from the EU’s recent push for digital freedom. But nope—nothing had changed.

Curious, I dug deeper and discovered that while the EU’s Digital Market Act is reshaping how iOS apps are distributed, UK users are still stuck with Apple’s 1984 grip.

It turns out the UK’s Competition and Markets Authority (CMA) closed its investigation into Apple’s and Google's practices and opted to wait for the Digital Markets, Competition, and Consumers Act 2024 . This new legislation promises to tackle the same issues, but until it comes into effect, we’re left in a holding pattern.

The EU’s swift actions have brought real change. Under the new regulations, Apple is required to open up its ecosystem to alternative app stores and payment systems, challenging its long-held monopoly. This is a big win for consumers and developers, who have long been frustrated by the high fees and restrictive policies. Meanwhile, UK iOS users are still playing by the old rules—no alternative payment options, no new app stores, and certainly no relief from Apple’s 30% cut on in-app purchases.

The numbers tell the story. In 2023, around 257 billion apps were downloaded globally , with the Apple App Store and Google Play Store accounting for nearly all of them. Despite Android’s dominance in market share, Apple raked in $25 billion from its App Store in just the second quarter of 2024. It’s no wonder the EU acted; these platforms wield enormous power, and their grip on the market stifles competition and innovation.

The UK’s hesitation to act swiftly is understandable, given the complexities of Brexit and the need to develop its own regulatory framework. The Digital Markets Act is poised to be a game-changer, giving the CMA the tools to challenge digital giants and foster a more competitive environment. But the process is slow, and until the Act is fully implemented, UK users and developers are left watching from the sidelines.

It’s frustrating, knowing that just across the Channel, iOS users can explore new app stores and bypass Apple’s fees. While we’re stuck with the old, restrictive system, EU consumers are enjoying greater freedom and choice.

It’s a stark reminder of how different regulatory landscapes can impact everyday tech use.

But there’s a silver lining. The CMA will have the power to designate companies with Strategic Market Status and impose conduct requirements, aiming to ensure fair competition and innovation. It’s an ambitious goal, and if done right, it could set a new standard for how digital markets are managed globally.