The Competition and Markets Authority (CMA) has today confirmed
that the legal tests have been met to designate both Apple and
Google with strategic market status (SMS) in each of their mobile
platforms. These platforms cover operating systems, app
distribution, browsers and browser engines on smartphones and
tablets.
The UK's new digital markets competition regime came into force
on 1 January 2025, allowing the CMA to take targeted and
proportionate action to improve competition in digital markets,
helping to drive innovation, investment and growth across the UK
economy.
The CMA launched separate investigations into Apple and Google's
mobile platforms in January and published proposed
decisions in July that they should be designated with SMS.
The CMA has heard from more than 150 stakeholders and had
constructive engagement with Apple and Google. Having analysed
the feedback, the CMA has confirmed Apple and Google both have
substantial, entrenched market power and a position of strategic
significance in their respective mobile platforms and have been
designated with SMS.
Other highlights from the CMA's decision include:
- UK mobile device holders use either Apple or Google's mobile
platform and are unlikely to switch between them, remaining
either an ‘Apple' or ‘Android' user.
- Mobile platforms are the main way users access content on
their device in the form of apps. To reach both Apple and Android
users, businesses must develop and distribute their content
through both Apple and Google's mobile platforms.
- Ongoing technological developments, particularly involving
AI, are unlikely to eliminate Apple or Google's market power over
the five-year designation period.
Designating Google and Apple with SMS is not a finding of
wrongdoing and does not introduce any immediate requirements.
However, it enables the CMA to consider proportionate, targeted
interventions to ensure that mobile platforms are open to
effective competition, and that consumers and businesses that
rely on Google and Apple can have confidence that they are
treated fairly.
Will Hayter, Executive Director for Digital Markets at the CMA,
said:
The app economy generates 1.5% of the UK's GDP and supports
around 400,000 jobs, which is why it's crucial these markets work
well for business so they can invest, innovate and drive the
growth this country needs.
Apple and Google's mobile platforms are used by thousands of
businesses right across the economy to market and sell products
and services to millions of customers, but the platforms' rules
may be limiting innovation and competition.
Having taken into account the feedback received since our
proposed decision, we have today designated Apple and Google's
mobile platforms with strategic market status.
The UK is one of a number of jurisdictions around the world
taking action to support businesses and consumers dependent on
mobile platforms. Others include the US, EU and Japan.
More information can be found on the respective Apple and Google mobile
platforms case pages.
Notes to Editors
- To designate a firm with SMS, the CMA must decide that it has
substantial and entrenched market power and a position of
strategic significance in a digital activity.
