New powers for the CMA could reshape app store policies, in-app payments, and software restrictions—but critics say it doesn’t go far enough.
A Potential Turning Point in Mobile Platform Regulation
The UK’s Competition and Markets Authority (CMA) has proposed granting Apple and Google’s mobile platforms a new designation: strategic market status (SMS). If approved, the move would give the CMA authority to set rules and enforce changes across the companies’ mobile ecosystems.
- SMS designation applies to platforms with entrenched market power and far-reaching influence.
- It would allow the CMA to regulate app store policies, software restrictions, and developer access.
- A final decision is expected by October, after both companies formally respond.
What’s on the Table for Regulation?
Under the proposed rules, the CMA could intervene in multiple areas of Apple’s iOS and Google’s Android platforms to foster greater competition and user choice. These may include:
- Lowering or capping commission fees on in-app purchases.
- Altering app review and ranking systems to reduce bias.
- Requiring more developer access to platform tools like NFC or analytics.
- Changing default settings that limit users’ ability to switch browsers, app stores, or search engines.
The goal is to curb the tech giants’ gatekeeping control, which critics say stifles innovation and limits consumer options.
Pushback from Apple and Google
Both tech giants are resisting the proposal, with Apple warning that forced changes to its mobile ecosystem could undermine user security and privacy—a common argument it has made in global antitrust debates.
- Apple says the restrictions protect users from malicious apps and fraud.
- Google has not issued a detailed statement but is expected to defend its policies as pro-competition and user-friendly.
Their defenses are likely to focus on the risks of regulatory overreach, particularly in areas like app sideloading and data access.
Industry Reactions: Applause and Frustration
The CMA’s move has been broadly welcomed by developer advocacy groups and consumer rights organizations. However, not everyone is satisfied—Epic Games CEO Tim Sweeney, a long-time critic of Apple’s App Store rules, voiced disappointment in the proposal.
- Sweeney criticized the CMA’s plan for failing to mandate competing app stores.
- Epic has been fighting for years to launch the Epic Games Store on iOS and Android.
- Critics say without allowing third-party app stores, the regulation doesn’t go far enough.
Still, the proposal could lead to meaningful changes in how developers access and profit from mobile ecosystems.
What Happens Next?
The CMA’s next step is to gather formal responses from Apple and Google before making a final ruling in October 2025. If the SMS designation is finalized:
- The CMA will gain broad enforcement powers to compel compliance with its new rules.
- Apple and Google could be subject to ongoing oversight and audits in the UK.
- Similar efforts are being watched closely in the EU, U.S., and Asia, suggesting a global regulatory shift may be underway.
