The CMA's call for evidence on action to address Apple and Google's app payment restrictions

Which? welcomes the opportunity to share views on the CMA’s approach to designing an intervention which addresses the restrictions that Apple and Google impose on app payment methods - specifically the inability for app developers to direct users to make payments independently of Apple and Google, a process known as steering.

We strongly support the CMA introducing a conduct requirement that allows developers to freely steer their customers away from native mobile in-app payment methods. This has the potential to lower prices for consumers, immediately improve app experiences and give developers an opportunity to improve the quality of their products. 

Our recommended approach to the different aspects of a potential steering intervention, including the presentation of steering links and appropriate steering fee rates, are considered in our full response below.