The UK's Competition and Markets Authority announced proposals on July 23, 2025, to designate Apple and Google's mobile ecosystems with "strategic market status" that would mandate changes to improve competition. According to Jersey Evening Post, the watchdog found that Apple and Google hold an "effective duopoly" with their mobile platforms.

The CMA stated that 90-100% of UK mobile devices run on either Apple's iOS or Google's Android operating systems. The regulator will examine three key areas: competition levels between the platforms, whether the companies leverage market power to favor their own services, and potential exploitative conduct toward app developers. Sarah Cardell, CMA chief executive, said the targeted actions would enable UK app developers to remain at the forefront of global innovation while ensuring consumers receive better experiences.

Both companies criticized the proposals. An Apple spokesperson said the rules could undermine privacy and security protections while hampering innovation abilities. Google called the proposal "disappointing and unwarranted," arguing that Android has helped expand choice and reduce prices for consumers.

Why This Action Matters For UK Consumers And Businesses

This regulatory action addresses concerns about fairness and competition in the mobile ecosystem that affects millions of UK users. Nation Cymru reports that almost 94% of people aged 16 or above - about 56 million consumers - in the UK currently have access to a smartphone, with the average Brit spending around three hours daily using mobile devices.

The investigation found several problems affecting businesses and consumers. These include unpredictable app review processes, inconsistent app store search rankings, and commissions on in-app purchases reaching up to 30%. The CMA's roadmaps for each company outline possible measures including fair and transparent app reviews, allowing developers to steer users to external purchasing channels, and improved interoperability between platforms.

The regulator has until October 2025 to complete its assessment and make a final decision. If designated with strategic market status, both companies would face conduct requirements designed to boost competition for UK businesses and increase choice for consumers.

Global Competition Trends In Mobile Platform Regulation

The UK action reflects a worldwide trend of regulators targeting mobile platform dominance. CNBC notes that European Union regulators hit Apple with a 500 million euro fine in April 2025 for breaching the Digital Markets Act, while Google parent Alphabet was accused by the EU in March of failing to comply with DMA requirements.

Counterpoint Research data shows the global smartphone market dynamics that regulators are addressing. Apple led the global smartphone market in Q4 2024 with a 23% share, while Samsung took second place with 16%. The mobile platform competition spans beyond hardware, as TechInsights projects Apple may surpass Samsung as the largest smartphone maker in 2025 for the first time, driven by aggressive pricing strategies and technological innovations.

The regulatory pressure comes as mobile data consumption reaches new heights. Global monthly mobile data usage is projected to reach approximately 200 exabytes in 2025, with the average smartphone user consuming 23 GB per month. This growth creates more opportunities for platform operators to influence digital commerce and app distribution, intensifying regulatory scrutiny.

Further Reading

For deeper insights into global adoption trends, our Alternative Financial Systems Index tracks regulatory frameworks and adoption metrics across 50 countries. The index provides comprehensive analysis of how different jurisdictions approach digital platform regulation and competition policy.