A power transmitter (101) of a wireless power transfer system comprises a resonance including a transmitter coil (103) for generating a power transfer signal for wirelessly transferring power to a power receiver (105). Further, a driver (1303) generates a drive signal for the resonance circuit (201) and a message receiver (1305) is arranged to receive messages from the power receiver (105). A power loop controller (1307) implements a power control loop by adapting the power of the drive signal in response to power control messages received from the power receiver (105). However, the regulation is subject to a constraint of at least one of a current or voltage of the resonance circuit and a power of the drive signal being below a maximum limit. Further, the power transmitter (101) comprises an adapter (1309) which adapts the maximum limit in response to a load indication indicative of a loading of the power transfer signal by the power receiver (105).