Apple has told UK regulators that the plans to adopt more EU-like measures over the App Store are too restrictive, go beyond promoting competition, and amount to illegal regulation of service pricing. As the regulator's open consultation with interested parties concludes, Reuters reports how Apple has formally objected to the proposals. Apple further described this as going beyond promoting competition and instead giving the UK a "highly intrusive" presence in how it runs the App Store. Saying that the App Store facilitated over $60 billion for the UK in 2025, Apple also noted that there was no evidence the changes would lower prices for users. The CMA's proposals also included requiring Apple to open its iPhone NFC system to enable rivals to Apple Wallet.