The UK’s Competition and Markets Authority (CMA) has announced plans to designate Apple and Google with strategic market status (SMS) across their mobile ecosystems, paving the way for targeted interventions aimed at fostering competition and innovation.
The proposed designation would grant the CMA new powers to enforce pro-competitive changes, addressing long-standing concerns over the tech giants’ dominance.
Apple and Google currently operate a near-duopoly in the UK mobile market, with their platforms powering up to 100% of the country’s mobile devices. According to the CMA, this concentrated market power has led to a range of issues affecting both consumers and app developers. These include unpredictable app review processes, biased app store rankings, steep in-app purchase commissions of up to 30%, and limitations on how developers direct users to alternative payment methods.
The CMA has outlined a set of potential remedies to address these concerns. These include mandating fairer and more transparent app review systems, enabling developers to ‘steer’ customers to purchase options outside of app stores, and improving interoperability with wearable devices and third-party accessories. The agency also wants to ensure consumers have genuine freedom to choose default services on their devices, and is exploring competition concerns around the rise of AI-driven mobile services like voice assistants.
The move is part of the UK’s broader digital markets competition regime, designed to protect both innovation and consumer welfare while supporting economic growth. The UK app economy is a vital contributor to national productivity, supporting 400,000 jobs and accounting for 1.5% of GDP. FinTech and gaming are among the key sectors powered by app-led innovation. Over the past three years, UK FinTech has attracted more than £18bn in investment, while mobile gaming alone generates nearly £2bn annually.
CMA chief executive Sarah Cardell said, “Apple and Google’s mobile platforms are both critical to the UK economy – playing an important role in all our lives, from banking and shopping to entertainment and education. But our investigation so far has identified opportunities for more innovation and choice.”
She added, “The targeted and proportionate actions we have set out today would enable UK app developers to remain at the forefront of global innovation while ensuring UK consumers receive a world-class experience. Time is of the essence: as competition agencies and courts globally take action in these markets, it’s essential the UK doesn’t fall behind.”
The CMA has invited industry feedback on its proposed designations and accompanying roadmaps. A final decision is expected by 22 October 2025.
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