Battersea Power Station is home to Apple's UK headquartersApple today alleged that a new UK proposal targeting App Store fees amounts to price regulation, warning that it could undermine innovation and investment. Apple fights App Store regulation in the UKAs reported by Reuters, Apple today submitted a formal response to a consultation by the UK’s Competition and Markets Authority (CMA), pushing back against proposed rules that would allow app developers to link to alternative payment options. Under the proposal, Apple and Google would still be allowed to charge developers a commission on purchases completed through alternative payment methods, but any such fee would have to be considered “fair and reasonable”. Reuters notes that the CMA “expect(s) steering fees to be lower than current app store charges, with ​savings passed on to UK customers or reinvested into developers’ businesses to support innovation.” Apple, however, sees it differently and is pushing back against the proposal.