The UK’s Competition and Markets Authority (CMA) ruled that both Google and Apple have a “strategic market status.” Basically, they have a monopoly over their respective mobile platforms.
As a result, Apple may soon be required to allow rival app stores on iPhones—a major shift for the smartphone industry. Between them, Apple and Google power nearly all UK mobile devices, according to the CMA:
“Around 90–100% of UK mobile devices run on Apple or Google’s mobile platforms.”
According to analyst data cited by the BBC, around 48.5% of British consumers use iPhones, with most of the rest on Android devices.
If enforced, this change will reshape the experience of most of the smartphone users in the UK, and we have heard similar noises coming from the EU.
Apple has pushed back, warning that EU-style regulation could limit access to new features. The company points to Apple Intelligence, which has been rolled out in other parts of the world but is not available in the EU—something Apple blames on heavy regulation.
For app developers, the move could have profound effects. Smaller software makers, often frustrated by Apple’s 15–30% commission on in-app purchases, might gain alternative distribution routes. Competing app stores might offer lower fees or more flexible rules, making the app ecosystem more diverse, and potentially more affordable for users.
Apple, however, argues that relaxing control could hurt users by weakening privacy standards and delaying feature updates.
Security and privacy
Allowing multiple app stores will undeniably reshape the iPhone’s security model. Apple’s current “closed system” approach minimizes risk by funneling all apps through its vetted App Store, where every submission goes through security reviews and malware screening. This walled approach has kept large-scale malware incidents on iPhones relatively rare compared to Android.
It remains to be seen whether competing app stores will hold the same standards or have the resources to enforce them. Users can expect more variability in safety practices, which could increase exposure to fraudulent or malware-infested software.
On the other hand, we may also see app stores that prioritize safety or cater to a more privacy-focused audience. So, it doesn’t have to be all bad—but Apple has a point when it warns about higher risk.
For most users, the safest approach will be to stick with Apple’s store or other trusted marketplaces, at least in the early days. Android’s history shows that third-party app stores often become hotspots for adware and phishing, so security education is key. Regulators and developers will need to work together to make the review process and data-handling practices transparent.
There is no set timeline for when or how the CMA will enforce these changes, or how far Apple will go to comply. The company could challenge the decision or introduce limited reforms. Either way, it’s a major step toward redefining how trust, privacy, and control are balanced in the mobile age.
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