A crackdown was launched on Apple and Google today over their controversial ‘app tax’, which the competition regulator suggested was not ‘fair and reasonable’.

The Silicon Valley giants would be forced to give iPhone and Google-powered smartphone users access to cheaper deals when subscribing to their favourite apps, potentially saving consumers billions of pounds.

The plans were unveiled by regulator the Competition and Markets Authority (CMA), which said an intervention was ‘sorely’ needed.

Supporters welcomed the move, saying it was ‘a big step forward’ for reining in Big Tech while protecting consumers and loosening the chokehold over the UK’s flourishing tech sector. But they also stressed that the CMA may need to go further in future.

At present, Apple’s rules prevent consumers from finding cheaper deals elsewhere when making in-app purchases on its devices.

App-makers are not allowed to provide any other way for iPhone users to pay - such as external links or QR codes - and must go through Apple.

Google has relaxed similar curbs but still has restrictions in place.

It means Britons often end up paying a ‘stealth’ levy of up to 30 per cent that the tech giants impose on in-app purchases, also known as the ‘app tax’.

A crackdown was launched by the CMA on Apple and Google over their controversial ‘app tax’, which imposes charges of up to 30 per cent on in-app purachses and subscriptions 

Apple charges a levy of up to 30 per cent to app developers on subscriptions and in-app purchases, which critics say is too 

Google also charges a levy of up to around 25 per cent to app developers on subscriptions and in-app purchases

Critics have accused the tech giants of ‘exploiting’ consumers while branding the fees ‘excessive’.

While they are paid by app-makers, including dating platforms such as Tinder and Hinge, campaigners say it is passed on to consumers.

This forces them to pay up to a third more for their favourite services after downloading them via Google’s Play or Apple’s App Store.

Critics also argue it hits the UK's tech sector by sucking away profits that could be re-invested, choking off competition.

On Monday, the Mail revealed how research has found that Britons are projected to shell out an extra £4billion over the next five years thanks to the 'tax'.

The CMA, which launched a consultation on the plans, hopes the intervention will force Apple and Google to drop their charges in order to compete with cheaper offers consumers would begin to have direct access to.

It said this would ensure fees charged by Apple and Google are ‘fair and reasonable’.

However, the regulator resisted calls to issue fines or bring in a cap on the fees Google and Apple can charge.

Will Hayter, the CMA’s Executive Director for Digital Markets, said: ‘We see this as the best way to introduce some competitive pressure in a vital part of the mobile eco-system that is otherwise sorely lacking such pressure.’

The regulator added that it believed consumers were currently overpaying for services because of this, and that it expected ‘fees to be lower than current app store charges’ under the changes.

Tory peer Baroness Stowell said: ‘The CMA’s proposals to make Apple and Google’s app stores pricing regime fairer and to limit their market control are a big step forward for UK app developers and consumers.

Tory peer Baroness Stowell said the CMA’s proposals were 'a big step forward' for UK app developers and consumers 

Former Tory tech minister Damian Collins said said the CMA's announcement was 'welcome progress' 

‘Whether they go far enough remains to be seen, and the CMA must act again if they don’t.’

Former Tory tech minister Damian Collins said: ‘This is welcome progress to make it easier for consumers to access better deals off of Apple and Google platforms.

‘It will also help businesses to innovate and offer new services to their customers.

‘The CMA, though, should also review the pricing regime in app stores, an issue where they have previously raised concerns about Apple and Google making billions in excessive profits.’

But campaign group the Coalition for App Fairness said the plans 'risk being little more than cosmetic' and don't go far enough.