Britain’s competition regulator has announced that Apple and Google will come under tougher oversight as part of a new framework aimed at curbing their dominance in the country’s mobile ecosystem.
The Competition and Markets Authority (CMA) said on Wednesday that both companies have been given “strategic market status” (SMS) following a nine-month investigation into their control of mobile operating systems, app stores, and browsers.
The regulator explained that the designation will enable it to impose specific rules designed to promote fairer competition and innovation within the UK’s digital markets.
“Apple and Google’s mobile platforms are used by thousands of businesses right across the economy, but the platforms’ rules may be limiting innovation and competition,” said Will Hayter, Executive Director for Digital Markets at the CMA.
According to the authority, Apple and Google’s control of the mobile market amounts to an “effective duopoly,” as nearly all smartphones sold in the UK operate on either Apple’s iOS or Google’s Android systems. Their respective app stores — Apple’s App Store and Google Play — as well as browsers — Safari and Chrome — dominate the market, creating challenges for smaller rivals.
The two companies criticised the CMA’s decision, describing it as unnecessary and potentially damaging to user experience. Google, which said the ruling affects its Android operating system, Play Store, and Chrome browser, called the decision “disappointing, disproportionate and unwarranted.”
“Following the CMA’s decision today, our mobile business in the UK faces a set of new — and, as of yet, uncertain — rules,” said Oliver Bethell, Google’s Senior Competition Director. “The CMA’s next steps will be crucial if the UK’s digital markets regime is to meet its promise of being pro-growth and pro-innovation.”
Apple also opposed the designation, warning that such regulation could weaken privacy protections and degrade the quality of its products. “The UK’s adoption of EU-style rules would undermine our objective to create the best products, services, and user experience,” the company said in a statement. “We’ve seen the impact of regulation on Apple users in the EU, and we urge the UK not to follow the same path.”
Apple further cautioned that the move could expose users to weaker privacy and security, delayed access to new features, and a fragmented experience.
The UK’s decision mirrors the European Union’s Digital Markets Act (DMA), a sweeping competition law that came into force earlier this year. The DMA seeks to prevent large technology companies from using their market power to block competitors, with hefty fines possible for non-compliance.
In its latest review, the CMA concluded that Apple and Google’s dominance over app distribution and web access limits innovation and raises barriers for smaller developers. With the SMS designation, the regulator can now compel both firms to make operational changes to ensure a more level playing field.
The announcement follows the CMA’s earlier move to grant Google a similar status for its control over online search. The regulator is still consulting on what specific obligations will follow that designation.
Google and Apple’s latest classification underscores a broader global trend of increased scrutiny of powerful digital platforms. Regulators in the US, EU, and other major economies are tightening oversight of big tech to address antitrust concerns and ensure fair competition.
Despite their objections, both firms have maintained significant investments in the UK. Google employs more than 7,000 people across the country and recently announced a £5 billion ($6.7 billion) investment to support artificial intelligence and digital infrastructure projects. Apple, which employs nearly 8,000 people, continues to expand its operations in London and Cambridge.
The CMA insisted that its decision is about ensuring fairness, not punishing success. “Today’s announcement marks an important step in ensuring digital markets work well for UK consumers, businesses, and the wider economy,” the regulator said.
The new rules will take effect after a brief implementation period, during which Apple and Google are expected to outline how they plan to comply with the CMA’s requirements.
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Apple, Google face stricter UK regulation over mobile platform dominance
Britain’s competition regulator has announced that Apple and Google will come under tougher oversight as part of a new framework aimed at curbing their
