UK Moves to Rein In Apple and Google Over Mobile App Store Dominance
The United Kingdom’s Competition and Markets Authority (CMA) is intensifying scrutiny of Apple and Google over their dominance in the mobile app ecosystem, citing their “effective duopoly” and lack of fairness in how apps are reviewed, ranked, and monetised.
In a statement released Wednesday, the CMA outlined proposed interventions to make the platforms more transparent and competitive, as it moves toward designating both tech giants with strategic market status (SMS) under new regulatory powers.
Apple and Google Control Nearly All UK Mobile Devices
According to the CMA, Apple’s iOS and Google’s Android power 90–100% of mobile devices in the UK, giving them significant influence over how apps are distributed, discovered, and monetised.
The CMA raised several key concerns, including:
- Inconsistent and unpredictable app review processes
- Opaque app store search rankings
- High commissions (up to 30%) on in-app purchases
- Lack of clear communication and recourse for app developers “Apple and Google’s mobile platforms are both critical to the UK economy … but our investigation has identified opportunities for more innovation and choice,” said Sarah Cardell, CMA Chief Executive.
Potential Interventions to Support Developers and Competition
With UK app developers contributing about 1.5% to the national economy, the CMA said its actions would be “targeted and proportionate”, aiming to:
- Enforce transparent app store guidelines and ranking criteria
- Provide advance notice of policy changes
- Offer developers clear channels to raise concerns and disputes
- Promote fair competition and user choice
If designated as having strategic market status, both companies could face mandatory changes to their app store operations to prevent them from abusing their market position.
Industry Reactions: Pushback from Apple and Google, Praise from Epic Games
Google called the CMA’s move “disappointing and unwarranted,” stressing the need for evidence-based and balanced regulation. “Any new regulation must be evidence-based, proportionate and not become a roadblock to growth in the UK,” said Oliver Bethell, Google’s Senior Director for Competition.
Apple, meanwhile, warned that stricter rules could undermine user privacy and security, long-standing pillars of its platform.
However, Epic Games, the maker of Fortnite, criticised the CMA for not going far enough, accusing the watchdog of postponing vital store competition measures until 2026 — a “missed opportunity,” according to the company.
Epic noted that its app store cannot launch on iOS in the UK this year, leaving Fortnite’s return to Apple devices uncertain.
Final Designation Decision Expected by October 22
The CMA will make its final decision on Apple and Google’s strategic market status by October 22, 2025. If confirmed, the status will grant the regulator new powers to impose behavioural changes on tech firms to prevent anti-competitive practices.
This marks the second time in recent months that Alphabet-owned Google has come under CMA scrutiny, following an earlier proposal to label it dominant in general search and search advertising.
The CMA, emboldened by post-Brexit regulatory authority, is now playing a larger global role in curbing Big Tech influence, even as Britain’s Labour-led government pushes regulators to prioritise economic growth amid sluggish performance.
