UK Competition Authority Targets Apple and Google for Market Changes

The UK's Competition and Markets Authority (CMA) has announced plans to take decisive action against Apple and Google, aiming to enhance competition in the mobile platform sector. This move follows the designation of these tech giants as holding 'strategic market status' due to their dominant positions in mobile device access. The CMA intends to implement changes that could significantly impact consumers, businesses, and app developers alike.

In a statement released on July 23, 2025, Sarah Cardell, the Chief Executive of the CMA, emphasized the importance of Apple and Google’s platforms in the UK economy. She stated, "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. However, our investigation has revealed opportunities for more innovation and choice." The CMA's current focus will include the app stores operated by both companies, which have faced criticism from developers for their practices. The regulator aims to ensure a fair and transparent app review process and provide smartphone users with options to bypass these app stores for purchases.

The investigation into Apple and Google began in January 2025, assessing their mobile operating systems, app stores, and browsers. According to the CMA, virtually all smartphones sold in the UK are equipped with either Apple’s iOS or Google’s Android operating systems, giving these companies a privileged position over third-party services. The CMA's findings suggest a significant need for regulatory frameworks tailored to these firms’ unique market influence.

Despite the proposed actions, some experts believe the CMA's approach may lack the necessary boldness to truly disrupt the entrenched positions of Apple and Google. Tom Smith, a competition lawyer at Geradin Partners and former CMA director, remarked, "The CMA is implementing the regime in a thoughtful and authoritative way, but it is doing so more timidly than it should. While the proposed measures could enhance competition, they avoid addressing issues that might provoke political backlash, such as allowing alternative app stores on Apple devices."

Apple and Google have reacted to the CMA's announcements. Oliver Bethell, Senior Director of Competition at Google, expressed disappointment, stating, "That’s why today’s announcement is disappointing and unwarranted. In 2022, our Android system generated over £9.9 billion in revenue for British developers, supporting more than 457,000 jobs. Thus, any new regulations should be evidence-based, proportionate, and avoid hindering growth in the UK." Apple also voiced concerns that the potential regulations could undermine the privacy and security protections that their users expect.

The CMA's investigation was launched under the leadership of Doug Gurr, the recently appointed chair, who has committed to making the CMA's merger and takeover investigations more transparent and efficient. This investigation comes amid increasing scrutiny of big tech firms globally, with various regulatory bodies aiming to ensure fair competition in digital markets. As competition agencies worldwide take significant actions, the CMA stresses the urgency for the UK to remain at the forefront of regulatory measures.

In conclusion, the CMA's proposed changes to Apple and Google’s mobile platforms reflect a growing recognition of the need for regulatory oversight in the rapidly evolving digital economy. As the situation unfolds, the implications for competition, innovation, and consumer protection in the UK will be closely monitored, with future developments expected to shape the landscape of the tech industry in the coming years.