The UK Competition and Markets Authority (CMA) has concluded its investigation into the mobile ecosystems of Apple and Google, confirming that both companies hold strategic market status (SMS) in the provision of mobile platforms in the United Kingdom. The designation, adopted in October 2025, will remain in force for five years and covers mobile operating systems, app distribution through app stores, and mobile browsers and browser engines.
The decision is part of the UK’s new digital competition regime designed to address the influence of large technology platforms. While the SMS designation itself does not automatically impose remedies, it allows the CMA to introduce targeted conduct requirements or pro-competition measures where necessary. The authority has initially focused on improving transparency and certainty for app developers operating within Apple’s App Store and Google’s Play Store.
Following consultations with market participants earlier this year, the CMA accepted a series of voluntary commitments from both companies addressing concerns related to app review procedures, app ranking, and the use of developer data. Apple also provided commitments regarding developer access to certain features and functionalities within its mobile operating systems.
Apple committed to conducting its App Store review process in a fair, objective and transparent manner based on publicly available guidelines. App reviews will be carried out by a dedicated team operating independently from Apple’s product divisions, and the company stated that the majority of app submissions will receive a decision within 24 hours. Developers will also receive explanations when applications are rejected and will have the right to appeal decisions.
The company also pledged that search and ranking results in the App Store will prioritise user relevance, app quality and engagement without favouring Apple’s own applications. In addition, Apple committed to maintaining safeguards for non-public developer data obtained through the App Store and the app review process.
Google’s commitments focus on similar issues within the Play Store. The company stated that app reviews are conducted under publicly available policies and that both first-party and third-party applications are subject to the same standards. Apps undergo automated screening and, where necessary, human review by trained specialists.
Google also stated that app rankings in the Play Store are determined primarily through algorithmic processes based on relevance, app quality and user experience. The company further committed to maintaining strict internal controls governing access to non-public developer data and preventing its use to gain competitive advantages for Google’s own apps.
The CMA said it will closely monitor the implementation of these commitments and may introduce formal regulatory requirements if the measures prove insufficient.
