The CMA Challenges Apple and Google’s Grip on the Mobile Market

Tech
By 24matins.uk,  published 27 July 2025 at 9h07, updated on 27 July 2025 at 9h07.
Tech

The UK’s Competition and Markets Authority is launching an investigation into the mobile ecosystem, focusing on the significant influence Apple and Google hold over app distribution, operating systems, and web browsers on smartphones.

Tl;dr

  • UK regulator targets Apple and Google’s mobile dominance.
  • Proposed new rules to boost competition and innovation.
  • Final decision expected from CMA in October.

    • Regulatory Pressure Mounts on Tech Giants

    In the United Kingdom, the overwhelming presence of Apple and Google in the mobile sector has drawn the scrutiny of the country’s chief competition regulator, the Competition and Markets Authority (CMA). The data is unequivocal: between 90% and 100% of mobile devices in the UK operate using systems developed by these two American firms. This near-total control has sparked widespread debate about whether more robust measures are needed to ensure genuine competition within this crucial market.

    A Proposed Status Shift: Strategic Market Status

    Seeking to address what many see as an entrenched duopoly, the CMA has outlined a plan to assign a new designation—Strategic Market Status (SMS)—to both Apple and Google. If enacted, this status would subject their mobile platforms to enhanced regulatory oversight. The rules under consideration would likely require changes in several key areas:

  • The handling of operating systems
  • The default promotion of native apps over competitors’ products
  • The bundling of proprietary browsers and search engines

    • The intent behind such measures is clear: give British consumers greater choice and foster a healthier environment for local tech innovation.

    Tensions Rise Amid Concerns Over Innovation

    Not everyone is welcoming these proposals. According to Sarah Cardell, CEO of the CMA, « mobile platforms are essential for the UK economy », emphasizing that there remains significant untapped potential for homegrown innovation. Critics inside the industry point out that app stores operated by both companies prioritize their own services, often pushing alternatives into obscurity. High commission fees on in-app purchases—and default settings favoring built-in apps—are additional sticking points fueling regulatory resolve.

    The Road Ahead: Consultation and Uncertainty

    Both tech giants have reacted swiftly. For its part, Google described the regulatory move as « as disappointing as it is unwarranted », while representatives for Apple voiced strong apprehensions about possible repercussions for UK consumers. The CMA has now launched a consultation phase, inviting feedback from stakeholders ahead of a final verdict scheduled for October 22nd.

    It remains to be seen how this unfolding story will reshape the UK’s entire mobile ecosystem—but one thing is certain: its outcome could have far-reaching implications beyond Britain’s borders.