UK CMA to probe Apple’s and Google's mobile ecosystems

Investigations to determine if Apple and Google have ‘strategic market status’ in their mobile platforms

The Competition and Markets Authority has launched strategic market status investigations into Google and Apple’s mobile platforms.

The two investigations, one into Apple and the other into Google, will assess in parallel the firms’ position in their respective “mobile ecosystems” which include the operating systems, app stores and browsers that operate on mobile devices. The investigations will explore the impact on people who use mobile devices and the thousands of businesses developing innovative services or content such as apps for these devices.

Labour MP Daniel Aldridge said: “The investigation is a crucial step forward in ensuring fair competition in our digital economy.

“The Digital Markets, Competition and Consumers Act empowers proactive action against market dominance. I'm encouraged by the CMA's focus on these critical areas impacting consumer choice and business opportunities, particularly given how many apps we use daily. Companies such as Apple and Google decide which ones we access and how much we pay.

“These investigations will examine these practices, as they can stifle innovation and lead to higher prices for consumers. By creating a flexible, proactive regulatory framework, we're not just reacting to market dominance, but preventing its harmful economic effects before they occur. Swift and comprehensive implementation is key.

“While some may argue the regulations could be overly restrictive, I believe we've struck the right balance between protecting market dynamism and preventing monopolistic behaviours.”

The investigations will assess Apple’s and Google’s position in relation to their ecosystems and whether either firm has strategic market status (SMS) in these areas. At the same time the CMA will also consider whether conduct requirements should be imposed in the event of a final designation decision.

A company can be judged to have SMS if its UK turnover is more than £1 billion or global turnover is more than £25 billion; if it has substantial and entrenched market power in relation to the digital activity; and if it has a position of strategic significance.

The CMA’s investigation will focus on several key issues. It will examine the extent of competition both between and within Apple’s and Google’s mobile ecosystems, assessing how competition functions across their platforms and identifying barriers that may prevent rivals from offering competing products and services.

The investigation will also consider whether Apple and Google are leveraging their market power in operating systems, app distribution or browsers to favour their own apps and services, which are often pre-installed and prominently positioned on iOS and Android devices.

Another area of inquiry is whether the companies engage in exploitative practices, such as requiring app developers to accept unfair terms and conditions to distribute their apps or presenting users with ‘choice architecture’ that limits their ability to actively choose apps on their devices.

Potential remedies could involve requiring Apple and Google to provide access to key functionalities needed by other apps or enabling users to download apps and pay for in-app content more easily outside of the companies’ own app stores.

The decision is expected to be reached by the end of October 2025.

The CMA has launched a separate investigation into Google’s dominance in search and advertising.