Apple and Google face UK action over mobile monopoly: What it means for you

Competition watchdog takes on Apple and Google’s dominance of the mobile market – paving the way for more choice, better prices, and fairer digital services for consumers.

The Competition and Markets Authority (CMA) has proposed to give both tech giants “strategic market status” (SMS) under new digital markets rules. This powerful designation would allow the CMA to impose binding requirements aimed at opening up app stores, removing barriers for developers, and boosting competition across mobile platforms.

With 90–100% of UK smartphones running on either Apple or Google’s systems, the CMA’s action could reshape how we use – and pay for – apps and services on our phones.

“Apple and Google’s mobile platforms are both critical to the UK economy – playing an important role in all our lives, from banking and shopping to entertainment and education. But our investigation so far has identified opportunities for more innovation and choice,” said Sarah Cardell, CMA chief executive.

“Time is of the essence… it’s essential the UK doesn’t fall behind.”

The announcement from the CMA comes as we await the outcome of the first major collective action trial against big tech. Dr Rachael Kent seeking £1.5 billion in damages from Apple to compensate UK consumers who she says paid too much in its app store. Register now to get alerts on the outcome of this major consumer claim.

Why the CMA is taking action

Apple and Google control nearly every smartphone in the UK. Whether you’re an iPhone user or rely on Android, chances are your mobile experience is shaped by one of these two companies. Now, the UK’s competition watchdog, the Competition and Markets Authority (CMA), is proposing to designate both firms with “strategic market status” (SMS) – a move that could force them to open up their tightly-controlled ecosystems to more competition.

This comes off the back of new digital markets rules that aim to stop big tech firms from stifling innovation, limiting choice, or unfairly disadvantaging smaller players. Last month, the CMA announced it was preparing to rein in Google’s dominance over internet search. With mobile platforms at the heart of everything from banking to gaming, the CMA’s proposals could bring long-overdue changes to how our phones work, and who profits from them.

What’s the problem?

The CMA’s investigation has uncovered serious issues that impact both consumers and businesses:

• Lack of choice: Apple users can only download apps via the App Store. Android allows sideloading, but makes it difficult and confusing.
• High fees: App developers face commissions of up to 30% on in-app purchases – costs that can be passed on to you.
• Unfair competition: Apple and Google often favour their own apps in search results, and use “choice architecture” (like default settings) to steer users away from competitors.
• Innovation at risk: Restrictions on features like digital wallets and smart device integration make it harder for UK developers to bring new ideas to life.

Why this matters to you

These aren’t just tech policy squabbles – they affect your day-to-day life:

• Higher costs: Those fees? They make your subscriptions and in-app purchases more expensive.
• Less innovation: Developers struggle to launch new apps and services that challenge Apple or Google’s own offerings.
• Limited control: You’re often locked into using pre-installed apps and payment systems—even when better options exist.

By opening up mobile platforms to more competition, the CMA hopes to bring better services, lower prices, and greater choice to UK consumers.

What might change?

If the proposals go ahead, the CMA could introduce new rules for Apple and Google, including:

• Fairer app reviews: More transparency and consistency for app developers, so consumers see more high-quality, innovative apps.
• Freedom to choose: Letting users pay outside app stores, use alternative browsers, or switch to different digital wallets without friction.
• More interoperability: Opening up Apple’s tightly controlled systems so smartwatches, gaming headsets, and new tech can connect more easily.
• Smarter regulation of AI: Ensuring voice assistants and mobile AI services don’t become just another walled garden.

This wouldn’t mean banning Apple or Google’s services – it just means they’d have to compete fairly, like everyone else.

What do Apple and Google say?

Both companies have pushed back.

Apple warns that the changes could “undermine user privacy and security,” and make them give away their technology “for free to foreign competitors.”

Google calls the proposal “disappointing and unwarranted,” claiming Android is already open and offers choice.

But consumer groups, including Which?, have welcomed the CMA’s proposals, saying they would boost competition, encourage innovation, and benefit consumers.

A boost for the UK’s digital economy

The UK isn’t just a nation of phone users – it is also a powerhouse of app creation. Will Hayter, from the CMA’s Digital Markets Unit, said in a blog: “The UK has a vibrant app developer community, representing Europe’s largest app economy by revenue and app developer count.”

The UK app economy supports around 400,000 jobs, contributes 1.5% of GDP, and leads Europe in app revenues. “As a result, the app economy is now an engine of UK growth, particularly in strategically important sectors like financial services and creative industries,” he added. Sectors like fintech and gaming depend on fair access to mobile platforms.

More open platforms mean a better deal not only for consumers, but for developers, entrepreneurs, and the wider economy.

Stay updated on what happens next?

Apple and Google now have until 22 October 2025 to respond. If the CMA confirms the “strategic market status” designations, it could start imposing changes later this year.

Consumer Voice will be watching closely. Want to know when these changes take effect – and how they could impact your phone bill, app choices, and online safety? Sign up to our newsletter for the latest news and update updates about regulatory and collective action developments against big tech.