Updated Age Ratings in App Store Connect: New Questions and Higher Ratings

The App Store has updated its age rating system to provide more granular ratings, including 13+, 16+, and 18+, in addition to the existing 4+ and 9+ ratings. The updated system also includes new questions to help identify sensitive content in apps and games, and allows developers to set a higher rating to reflect their app's minimum age requirement. Developers must respond to the updated age rating questions by January 31, 2026, to avoid an interruption in submitting updates.

The UK's Competition and Markets Authority (CMA) has initiated a significant regulatory move by proposing to designate Apple and Google with 'Strategic Market Status' (SMS) for their mobile platforms. This designation, under the UK's Digital Markets, Competition and Consumers Act, aims to promote competition and innovation in the app ecosystem. The CMA's decision comes as part of a broader effort to address the dominance of tech giants in the UK mobile market, where Apple and Google platforms hold an effective duopoly, with around 90% to 100% market share [2].

The primary concerns driving the CMA's proposal include the current app store practices of Apple and Google. Developers have reported issues such as unclear rules, delays in app submissions, and biased app store search rankings that favor the companies' own apps. Additionally, the CMA has raised concerns about in-app payment systems, where developers are required to use the tech giants' payment systems and pay up to 30% in fees, while being blocked from offering cheaper alternatives [2].

The CMA has proposed several measures to address these concerns, including ensuring a fair and transparent app review process, allowing developers to direct customers away from app stores, and addressing restrictions on digital wallets and access to device features. These measures aim to promote innovation and choice for both developers and consumers, and to ensure that the UK's digital economy thrives [1].

The designation of Apple and Google with SMS is subject to a final decision by October 22, 2025. If confirmed, it would mark a significant step in the UK's effort to regulate tech giants and promote competition in digital markets. The CMA's actions come amid growing regulatory scrutiny of these companies globally, with similar investigations and lawsuits underway in other jurisdictions.

References:
[1] https://www.theguardian.com/business/2025/jul/23/uk-watchdog-to-take-action-over-apple-and-googles-mobile-platforms
[2] https://thetechportal.com/2025/07/24/uk-regulator-proposes-strategic-market-status-for-apple-and-google-to-curb-mobile-market-dominance/
[3] https://www.gov.uk/government/news/cma-proposes-action-to-drive-more-competition-on-mobile-platforms