Apple’s famous “walled garden” could soon get a serious shake-up.
The UK’s Competition and Markets Authority (CMA) has ruled that both Apple and Google hold “strategic market status” over mobile platforms, a move that could force Apple to allow rival app stores on iPhones for the first time.
If that happens, it would mark one of the biggest changes to Apple’s ecosystem since the App Store launched in 2008.
A Major Shift for Apple’s Closed System
Right now, iPhone users can only download apps through Apple’s own App Store. It’s a system designed around privacy, security, and simplicity — but critics say it also gives Apple too much control.
The CMA’s new designation means regulators believe Apple and Google have outsized influence on mobile platforms, effectively running a duopoly in the UK.
The watchdog stopped short of accusing either company of wrongdoing, but said the two giants “may be limiting innovation and competition.”
“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,” said Will Hayter, the CMA’s executive director for digital markets.
According to the regulator, about 90–100% of UK smartphones run either Apple’s iOS or Google’s Android. A separate analysis from Uswitch found that 48.5% of mobile users in the UK own an iPhone.
Apple Pushes Back
Apple wasn’t happy.
The company argued that the CMA’s move could hurt customers by making devices less safe and delaying access to new features, something Apple says has already happened in Europe after new rules there forced similar changes.
“Apple faces fierce competition in every market where we operate, and we work tirelessly to create the best products, services and user experience,” Apple said in a statement.
“The UK’s adoption of EU-style rules would undermine that, leaving users with weaker privacy and security, delayed access to new features, and a fragmented, less seamless experience.”
Apple warned that the UK might miss out on updates like some Apple Intelligence features, which have rolled out in other regions but remain unavailable in the EU because of stricter tech regulations.
What Happens Next
The CMA hasn’t confirmed what specific changes it’ll demand yet, but possible measures were outlined in a roadmap published earlier this year.
Among them:
- Making it easier to switch between iOS and Android devices
- Requiring fairer and more transparent app rankings
- Allowing iPhone users to download apps from outside Apple’s App Store
If Apple is forced to comply, UK users could one day install apps directly from developers’ websites, something only Android users can currently do.
Google Also Fires Back
While Apple’s potential rule change is getting the most attention, Google’s also been caught in the crossfire. The CMA said it may require Google to “change the user experience” of downloading apps from the web and “remove user frictions” that make third-party app stores harder to use.
Google’s Oliver Bethell, the company’s competition lead, called the decision “disappointing, disproportionate and unwarranted.”
“We simply do not see the rationale for today’s designation decision,” he said.
Bethell argued that Android already gives users plenty of freedom.
“The majority of Android users use alternative app stores or download apps directly from a developer’s website,” he said. “There are now 24,000 Android phone models from 1,300 phone manufacturers worldwide, facing intense competition from iOS in the UK.”
Google also pointed out that Android is open source, meaning anyone can use and build on it for free, a system it says already encourages competition rather than stifles it.
Consumer Groups Welcome the Change
Not everyone’s upset.
Consumer group Which? said curbing Apple and Google’s dominance could help smaller businesses and give users more options.
“Their dominance is now causing real harm by restricting choice for consumers and competition for businesses,” said Rocio Concha, Which?’s head of policy and advocacy. “Curbs on these companies’ power in other countries are already helping businesses to innovate and giving consumers more choice.”
Closing
The CMA’s ruling doesn’t immediately force Apple or Google to open up, but it lays the groundwork for big changes ahead.
If the UK follows Europe’s lead, iPhone users could soon see a more open App Store ecosystem, one where competition is stronger but Apple’s signature control is tested like never before.
For Apple, that’s a challenge to its core philosophy. For users, it could mark the start of a new era in how apps reach your phone.
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