Criticism that Apple and Google app tax is unfair

Britain's competition regulator is taking strong action against the controversial 'app tax' system imposed by Apple and Google. The regulator points out that the companies' practices are not fair.

These new plans are set to force Apple and Google to allow smartphone users to access more affordable deals when subscribing to their preferred app services. This is expected to save British consumers billions of pounds. Current rules prevent consumers from finding other cheaper alternatives when making in-app purchases, often leaving them to pay an indirect tax of up to 30 percent.

The Competition and Markets Authority (CMA) states that urgent action is essential in this regard. This step, taken to protect consumers by reducing the influence of the tech sector, has been widely welcomed as a significant step forward. However, it has also been suggested that further measures may be needed to loosen the control of these tech giants.

Commenting on this, an Apple spokesperson said that excluding consumers from trusted payment infrastructures could deprive them of the protection they deserve. The company further stated that they are discussing this with the regulator. Google has said that they have already implemented the changes suggested by the regulator and allow consumers to access other cheaper deals. However, MP Martin Wrigley points out that while this is a good start, further investigation is needed into what real value this tax system provides to developers and consumers.