A customer cannot choose a cheaper way to pay if the platform forbids the developer from mentioning it.
In June 2026, the UK Competition and Markets Authority began consulting on proposed conduct requirements for Apple and Google’s mobile platforms. The proposal would remove restrictions that prevent, or limit, UK app developers from directing customers to payment options outside the platforms. It is a consultation, not a final requirement.
The CMA says steering is currently banned by Apple and restricted by Google in the UK. The proposed change would allow developers to bypass mandatory platform fees, while the CMA considers principles intended to ensure any fees associated with steering are fair and reasonable.
Payment choice is a product choice
An app-store fee is not only a business-to-business issue. When a platform controls the route through which a developer can tell a customer about a subscription, upgrade or alternative price, it also controls which choices that customer is allowed to see. The result can be a more expensive default that looks like the only option.
For customers, compare a service’s website with its in-app offer where the developer is permitted to show both. For developers, keep a record of platform terms, payment restrictions and the price difference they create. The practical test is simple: can the seller honestly explain the available choices without asking the platform for permission?
Sources & further reading
Sources establish the reported facts above. Analysis and conclusions are enshit.club’s own.