The UK’s competition regulator is looking to curb Apple and Google’s dominance of the mobile app market, with proposed new powers that could make life easier for developers and boost innovation.

The Competition and Markets Authority (CMA) has proposed designating both tech giants with Strategic Market Status (SMS) in each of their mobile platforms. This would let the CMA impose rules to open up competition, and they have published separate roadmaps of potential actions to do that. A final decision on both SMS designations is expected by 22 October 2025.

Why this is happening

Apple and Google control almost every mobile device in the UK. Developers and businesses have raised concerns about:

  • Inconsistent and unpredictable app review processes which create uncertainty and can lead to delayed or failed launches.
  • High commission on in-app purchases (up to 30%).
  • Restrictions on offering cheaper payment options outside app stores.
  • Restricted access to features and functionality including, for example, between smartphones and smart watches.
  • Favouring of Apple and Google’s own services.

The CMA says fixing these issues could unlock opportunities for UK businesses.

What could change

If SMS status is confirmed, the CMA could:

  • Make reviews of apps and their rankings in app stores more transparent
  • Let developers guide users out of app stores to alternative payment options
  • Ensure better access to device features
  • Explore what factors are likely to be important in developing AI services, such as voice assistants, to ensure a level playing field

The UK’s app economy supports 400,000 jobs and contributes 1.5% of GDP.

See: https://www.gov.uk/government/news/cma-proposes-action-to-drive-more-competition-on-mobile-platforms