Published: 23 July 2025 | The English Chronicle Desk
In a landmark step aimed at reshaping the digital market landscape in the United Kingdom, the Competition and Markets Authority (CMA) has formally designated Apple and Google as possessing “strategic market status,” a move that paves the way for sweeping regulatory actions to counteract what has been described as a long-standing mobile duopoly. This designation empowers the CMA to enforce a range of interventions across the mobile ecosystems dominated by the two US tech giants, with the aim of enhancing consumer choice, encouraging innovation, and protecting smaller developers and businesses from restrictive platform practices.
The CMA’s decision comes after a thorough investigation, launched in January 2025, into Apple’s iOS and Google’s Android operating systems, along with their respective app stores and web browsers. According to the regulator, the investigation concluded that the two companies collectively hold unprecedented power over mobile device access in the UK, as virtually all smartphones sold in the country are pre-installed with either Apple or Google systems. This dominance not only gives the tech firms control over how apps are distributed but also how users interact with their devices—from default web browsers to digital payment systems.
The new regulatory framework aims to dismantle unfair competitive advantages by compelling Apple and Google to make their mobile platforms more accessible and less restrictive for third-party developers, app providers, and fintech companies. Particular focus will be placed on reforming the companies’ app store operations, which have faced mounting criticism from developers over opaque review processes and alleged anti-competitive fees. The CMA intends to ensure that these app stores maintain fairer and more transparent review mechanisms, while also enabling users to easily navigate beyond official app stores for software downloads and purchases.
Another major area of concern involves restrictions placed on digital wallets and payment systems. Apple, for instance, has been under scrutiny for limiting the functionality of non-Apple payment solutions on its devices. Under the new guidelines, such limitations may be lifted to allow for greater participation from competing financial technology providers.
CMA Chief Executive Sarah Cardell emphasized the national significance of this initiative, stating, “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. Time is of the essence: as competition agencies and courts globally take action in these markets, it’s essential the UK doesn’t fall behind.”
The authority has also released detailed “roadmaps” outlining the next steps for each of the companies. The approach, the CMA assured, will be “proportionate” and “pro-innovation,” aiming to cultivate a healthier digital marketplace while protecting consumers and fostering business growth in the UK.
Despite these progressive moves, the CMA’s internal leadership decisions have not been without controversy. The appointment of Doug Gurr, former UK head of Amazon, as chair of the CMA drew sharp criticism from consumer advocacy groups, publishers, and even internal voices within the government. They raised concerns that such an appointment may threaten the watchdog’s independence, particularly given the CMA’s increasing confrontations with major tech firms. While Gurr has pledged to make merger and acquisition reviews “simple and rapid,” industry watchers remain wary of the CMA’s direction under his stewardship.
The government, which is eager to accelerate digital growth and innovation amid broader economic challenges, has had to defend itself from accusations of being overly sympathetic to large tech conglomerates. Notably, the backlash mirrors earlier tensions such as when Microsoft faced initial opposition from the CMA regarding its proposed acquisition of Activision Blizzard. Microsoft President Brad Smith went so far as to label the UK as “bad for business” before the deal was eventually approved.
With Apple and Google now firmly in regulatory crosshairs and an ambitious framework in motion to dilute their dominance, the CMA’s next steps could redefine how digital platforms operate in the UK—and potentially serve as a model for other nations grappling with the immense influence of Big Tech. As the digital economy evolves, all eyes will be on how this showdown unfolds between the UK’s competition authority and two of the most powerful corporations in the tech world.
