UK smartphone users could benefit from new payment, ticket and travel apps if Apple widens access to its contactless payment tech, the competition watchdog says.
The Competition and Markets Authority (CMA) also wants the fees Apple charges firms to use its contactless tech to be "substantially lower".
It believes the iPhone maker's current fees and charges are "blocking" financial technology firms and others from innovating and growing - and is consulting on proposals it believes would cause these fees to fall.
Apple maintains that widening access could undermine security, and that its current arrangements do not stop innovation.
Nearly 2 in 5 payments are now contactless, the watchdog said, with nearly 60% of people using digital wallets - with Apple's the most popular in the UK.
In a statement Apple told the BBC that the current arrangements had permitted developers in the UK and around the world to securely offer contactless transactions directly within their apps, for everything from in-store payments and transit passes to car keys and event tickets.
"This solution enables developers and banks to create innovative products and services for their customers and facilitates competition between wallets, while ensuring users' sensitive data remains protected by the highest security standards".
"We do not believe the CMA should require Apple to adopt an approach with lower privacy and security protections. We will continue to engage constructively to reach an outcome that is in the best interest of our users."
Last year Apple warned UK regulators against following the same path as the EU which forced it to open up a range of its technologies to rivals.
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