London – The UK's Competition and Markets Authority (CMA) has proposed designating Apple and Google with "strategic market status" over their mobile platforms, citing an "effective duopoly" that controls 90-100% of mobile devices in the UK. This move, announced on Wednesday, July 23, 2025, aims to grant the regulator significant powers to mandate changes in how the tech giants operate their app stores, browsers, and operating systems. The CMA intends to force alterations to practices such as app review processes, search rankings, and commission rates on in-app purchases.
The proposed designation under the new Digital Markets, Competition and Consumers Act 2024 follows an investigation into the dominance of Apple's iOS and Google's Android ecosystems. The CMA highlighted concerns from consumers and businesses regarding "inconsistent and unpredictable app review processes" and "inconsistent app store search rankings" that may favor the tech companies' own applications. Additionally, the regulator is scrutinizing the up to 30% commission charged on some in-app purchases and restrictions on developers informing users about alternative payment methods outside the app.
Sarah Cardell, Chief Executive of the CMA, stated that the proposals are designed to "enable UK app developers to remain at the forefront of global innovation while ensuring UK consumers receive a world-class experience." The CMA has published "roadmaps" outlining potential actions, including requirements for Apple to review apps "in a fair, objective and transparent manner" and for both companies to publish methodologies for app ranking. The regulator is also exploring ways to facilitate developers steering users to external payment options.
Apple expressed concerns that the new rules could "undermine the privacy and security protections expected by its users." Conversely, Google's senior director for competition, Oliver Bethell, commented that it is "crucial that any new regulation is evidence-based, proportionate and does not become a roadblock to growth in the UK." "Fortnite" maker Epic Games, a vocal critic of current app store practices, indicated disappointment, suggesting the proposed roadmap "has not gone far enough" by not immediately allowing competing mobile app stores.
The CMA has invited submissions on its proposed decisions, with a deadline of August 20, and plans to make a final decision on the strategic market status designations by October 22. This regulatory push in the UK aligns with broader global efforts, including the EU's Digital Markets Act, to address competition issues within the mobile ecosystem.