UK’s CMA to investigate Apple and Google’s mobile ecosystems “in parallel”

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The UK’s Competition and Markets Authority (CMA) has launched two Strategic Market Status (SMS) investigations into mobile ecosystems, specifically to assess Apple and Google’s position within them.

These two investigations will assess Apple and Google’s position “in parallel” in their respective ecosystems, exploring their impacts on individual people using mobile devices and businesses developing services or content for them.

The assessment will consider “operating systems, app stores and browsers that operate on mobile devices”, with a deadline of October 22nd, 2025.

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The CMA’s investigation into mobile ecosystems marks the second of three “areas of digital activity” expected to be explored in the regime’s first six months, following the first SMS into Google’s search services earlier in January.

These investigations are separate from the CMA’s Market Investigation into Mobile Browsers and Cloud Gaming, which is also ongoing.

The CMA noted that 56 million people in the UK have access to a mobile phone, equating to 96% of the UK population aged 16 and up. The average use time is three hours per day.

On the business side, the CMA also highlighted that almost 15,000 businesses are “involved in the development of apps used on mobile devices in the UK”, with total UK revenue for app development estimated at approximately £28 billion.

“Given the importance of mobile ecosystems to people, businesses and the economy, it is critical that competition works well. Effective competition could ensure consumers and businesses are treated fairly by Apple and Google in relation to the terms and conditions they impose,” the CMA stated.

“The investigations will assess Apple’s and Google’s position in relation to their mobile operating systems, app stores and browsers (together referred to as ecosystems) and whether either firm has SMS in these areas.

“At the same time the CMA will also consider whether conduct requirements should be imposed in the event of a final designation decision.”

The launch of this investigation follows just days after video games lawyer Isabel Davies warned developers at PGC London about potential legal changes coming for the mobile games industry, particularly around in-app purchases and “addictive” game design.