Steering Fees and the Risks of Price Regulation

July 30, 2026

S and W Group

This report, prepared for CCIA by the economic consultancy S&W Group, examines the UK competition regulator's plan to let app developers point customers to payment options outside Apple's and Google's app stores, and to decide what those companies may charge when they do. It explains why setting that fee is a far bigger regulatory step than simply removing restrictions, and argues the CMA should first lift the barriers, potentially require transparency, and watch how the market responds before deciding whether any price intervention is needed.

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