CMA investigates Apple and Google's mobile ecosystem

The Competition and Markets Authority (CMA) today launched its Strategic State of the Market (SMS) investigation into the second area of ​​digital activity: the mobile ecosystem.

Our two-part study of Apple and Google will simultaneously evaluate the positions of these companies in their respective mobile ecosystems, which include the operating systems, app stores, and browsers that operate on mobile devices. The survey will look at the impact on people who use mobile devices and the thousands of companies that develop innovative services or content, such as apps for these devices.

Mobile devices such as smartphones and tablets play a fundamental role in the lives of people in the UK. Nearly all (94%) of UK consumers aged 16 and over currently use a smartphone, with the average UK user spending around 3 hours a day using their mobile device. People use these devices to browse the Internet, shop, play, and consume content from the palm of their hand. And across the economy, millions of businesses use mobile devices to communicate with customers, manage orders, make payments, and more.

In the UK, nearly 15,000 companies are involved in developing apps for mobile devices, and total UK revenue for app development is estimated at around $28 billion. Many other companies are pushing technology development for mobile devices such as digital wallets, as well as connected devices such as headphones and smart watches that are compatible with mobile devices. It is vital that these markets work well for businesses large and small to create the greatest opportunities for growth, investment and innovation across the UK economy.

Almost all mobile devices sold in the UK come pre-installed with either iOS (Apple) or Android (Google), and Apple and Google's own app stores and browsers have exclusive or leading positions on their platforms compared to alternative products and services. . This means that Apple and Google may have significant influence over the development of much of the content, services and technologies available on mobile devices.

Given the importance of the mobile ecosystem to people, businesses and the economy, it is important that competition flows smoothly. Effective competition ensures that consumers and businesses are treated fairly under the terms and conditions imposed by Apple and Google. Effective competition can also ensure open opportunities for companies to innovate and offer a variety of content, services and technological developments to consumers through mobile devices. This may include AI products and services, contactless payments delivered through digital wallets, and new types of apps (such as super apps and web apps) accessed through mobile browsers. This, in turn, can support continued growth opportunities in economic sectors dependent on the mobile ecosystem.

Under the digital markets competition regime, the CMA can appoint companies that provide SMS in relation to certain digital activities. Once appointed, the CMA can impose action requirements or propose pro-competitive interventions to achieve positive outcomes for UK consumers and businesses.

The survey will assess Apple and Google's positions regarding mobile operating systems, app stores and browsers (all referred to as ecosystems) and whether both companies have SMS presence in these areas. At the same time, the CMA will also consider whether conduct requirements should be imposed once a final designation decision is made.

The issues that will form part of the CMA's investigation include:

The degree of competition between Apple and Google's mobile ecosystem. The CMA assesses how competition is faring across Apple and Google's mobile ecosystem and what barriers prevent other competitors from offering competing products and services on Apple and Google's platforms.

There is potential to leverage the market power of Apple and Google for other activities. This includes examining whether Apple or Google uses their operating system, app distribution, or position in the browser to favor their own apps and services, which are often pre-installed and prominently placed on iOS and Android devices.

Potentially exploitative behavior. This includes an investigation into whether Apple or Google requires app developers to sign unfair terms and conditions as a condition of distributing apps to Apple and Google's app stores. Whether users can be presented with a choice architecture that makes it difficult for them to actively choose which apps they are using on their mobile devices.

Potential conduct requirements could include, for example, requiring Apple or Google to allow other apps access to key features needed to function on mobile devices. Or make it easier for users to download apps and pay for in-app content outside of Apple and Google's own app stores.

The CMA will take a proportional and transparent approach to this investigation and will now focus on engaging a wide range of stakeholders, including device manufacturers, software developers and user groups, and gathering evidence from Apple and Google before making a decision by the end of the year. no see. October 2025.

Sarah Cardell, CEO of CMA, said:

The operating systems, apps, and browsers on our phones and tablet devices serve as our gateway to the digital world, helping us communicate with friends and loved ones, make purchases from businesses, and access creative content.

A more competitive mobile ecosystem can foster new innovation and new opportunities across a variety of services used by millions of people, including app stores, browsers, and operating systems. Better competition could also spur growth in the UK, with businesses able to offer new and innovative types of products and services on Apple and Google's platforms.

More information can be found on the respective Apple and Google mobile ecosystem case pages.

More information about the digital markets competition regime can be found on the CMA explanation page.

Note to editors

1 . The statutory deadline for both investigations is Wednesday, October 22, 2025.

2. Anyone interested in these investigations can comment until Wednesday 12 February.

3. Today's announcement is the second of three areas of digital activity expected to come under CMA scrutiny within the first six months after the regime comes into force, following the announcement of the search inquiry.

4. The regime forms part of the Digital Markets, Competition and Consumer Act, which received Royal Assent in May 2024.

5. Under the digital markets competition regime, the CMA can appoint companies that provide SMS in relation to certain digital activities. Once appointed, a CMA can impose requirements for action or introduce pro-competitive interventions to achieve positive outcomes for UK consumers and businesses. To be eligible for strategic market status, any company must:

Substantial and established market presence in UK-linked digital activity.

Strategically important location.

Global sales are over 25 billion won, UK sales are over 1 billion won.

6. This research is separate from the CMA's ongoing market research into mobile browsers and cloud gaming. In an interim report, the research group leading market research recommended that the CMA launch an SMS inquiry after interim findings showed that the business practices of Apple and Google were hindering competition in the mobile browser market.

7. For media inquiries, please contact the CMA Press Office on 020 3738 6460 or [email protected].

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