Apple May Be Forced to Allow Rival App Stores on iPhones in the UK After Regulator’s Landmark Ruling
Apple could soon be required to open its tightly controlled iPhone ecosystem to rival app stores in the United Kingdom, following a major ruling from the country’s competition watchdog. The decision marks a potential turning point for Apple’s long-standing “closed system,” where all iPhone apps can only be downloaded through the company’s official App Store.
The UK’s Competition and Markets Authority (CMA) announced that both Apple and Google have been designated as having “strategic market status” (SMS) — a legal classification indicating that the two tech giants hold significant power and influence over the mobile software market.
This ruling, which opens the door for stricter oversight and possible reforms, could reshape how millions of UK smartphone users access and download apps.
A Blow to Apple and Google’s Mobile Dominance
The CMA’s decision immediately sparked backlash from the tech giants. Apple warned that such changes could harm consumers by leading to “weaker privacy protections” and “delayed access to new features.” Google called the ruling “disappointing, disproportionate, and unwarranted.”
The regulator defended its move, saying that Apple and Google “may be limiting innovation and competition” in the app economy. However, it clarified that the ruling did not imply any wrongdoing or misconduct on the companies’ part.
“The app economy generates 1.5% of the UK’s GDP and supports around 400,000 jobs,” said Will Hayter, the CMA’s executive director for digital markets. “That’s why it’s crucial these markets work well for both businesses and consumers.”
According to the CMA, between 90% and 100% of UK mobile devices operate on either Apple’s iOS or Google’s Android systems — giving the two firms an effective duopoly in the smartphone market.
Recent data from Uswitch shows that 48.5% of UK mobile users own iPhones, while most of the remaining users rely on Android devices.
Part of a Broader Push for Digital Fairness
The latest decision follows another high-profile move by the CMA in October, when it designated Google’s search business as having strategic market status.
The regulator’s ongoing investigation into Apple and Google focuses on the prominence of their own apps and services compared to rival offerings — such as browsers, app stores, and operating systems.
While specific reforms have yet to be confirmed, the CMA has previously outlined several potential measures. These include:
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Making it easier for consumers to switch between iOS and Android devices.
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Ensuring that app rankings in app stores are fair, objective, and transparent.
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Requiring Apple to allow third-party app stores on iPhones.
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Permitting users to download apps directly from developers’ websites.
If implemented, these steps could dramatically alter how iPhone users interact with apps — and how developers reach their audiences.
Apple Pushes Back Against EU-Style Rules
Apple, which already faces similar regulatory pressure in the European Union, has strongly opposed the CMA’s direction. Earlier this year, the EU fined Apple for what it described as anti-competitive behavior, requiring the company to permit alternative app marketplaces across Europe.
In response, Apple has limited the rollout of some new features in the EU, citing regulatory constraints.
The company warned that the UK could face the same fate if it enforces EU-style rules.
“Apple faces fierce competition in every market where we operate,” the company said in a statement. “We work tirelessly to deliver the best products, services, and user experience. The UK’s adoption of EU-style rules would undermine that, leaving users with weaker privacy, reduced security, delayed access to new features, and a fragmented experience.”
Notably, some Apple Intelligence features — available in countries like the U.S. and Japan — have not yet been launched in the EU due to these regulatory hurdles.
Google Also Voices Strong Opposition
Google has been equally vocal in its criticism of the CMA’s ruling. Although Android users already have the ability to use third-party app stores, Google insists that the experience is “open and competitive.”
The CMA, however, argues that Google may still “create unnecessary friction” for users downloading apps from alternative sources. Its roadmap suggested that the company might be required to:
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Simplify the process for downloading apps directly from websites.
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Improve the user experience for third-party app stores.
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Possibly list rival app stores directly within the Google Play Store.
“We simply do not see the rationale for today’s decision,” said Oliver Bethell, Google’s competition lead. “The majority of Android users already use alternative app stores or download apps directly from developers’ websites. There’s far greater choice for Android users than on any other platform.”
Bethell also emphasized that Android’s open-source nature allows manufacturers and developers to customize the operating system freely.
“There are now 24,000 Android phone models from 1,300 manufacturers worldwide,” he said. “That’s real competition, especially in a market where iOS remains a strong rival.”
Consumer Groups Welcome the Move
While Apple and Google have denounced the CMA’s ruling, consumer advocacy organizations have praised it as a much-needed step toward restoring balance in the digital economy.
“The dominance of these companies is now causing real harm by restricting consumer choice and limiting competition for businesses,” said Rocio Concha, head of policy and advocacy at Which?
She added that similar reforms in other countries have already started “helping businesses innovate and giving consumers more options.”
Industry experts agree that allowing third-party app stores and loosening restrictions on app distribution could drive innovation, reduce developer costs, and improve user experience in the long run.
What This Means for the Future of UK Mobile Users
If the CMA moves forward with enforcing these measures, Apple users in the UK could soon have more control over how they install and manage apps. Consumers might be able to download software directly from developers or use independent app stores, bypassing Apple’s 30% commission fees — a long-standing grievance among app makers.
Developers could benefit from greater visibility and reduced dependency on Apple’s or Google’s proprietary ecosystems. However, security experts warn that such openness could also increase risks of malware and data breaches if not properly regulated.
For now, both Apple and Google are expected to challenge the CMA’s findings, either through legal appeals or through negotiations aimed at shaping the eventual implementation.
The CMA has made it clear that its goal is not to punish, but to ensure that digital markets remain competitive and fair.
“We’re not saying Apple or Google are doing anything wrong,” said Hayter. “We’re saying the system itself may need to change to encourage more innovation and consumer choice.”
The Bigger Picture: Regulation vs. Innovation
The UK ruling adds to growing international scrutiny of Big Tech. From the EU’s Digital Markets Act (DMA) to the U.S. Department of Justice’s antitrust lawsuits, regulators worldwide are questioning the influence of tech giants that dominate digital ecosystems.
The challenge for governments, however, lies in striking a balance between regulating monopoly power and preserving innovation. Apple argues that its closed system protects users from security threats, while critics believe that openness fosters creativity and competition.
Either way, the CMA’s decision ensures one thing: the debate over how much control Apple and Google should have over the mobile world is far from over.