Google has been formally designated by the Competition and Markets Authority (CMA) as having Strategic Market Status (SMS) in the provision of its mobile platform. This significant decision, finalised on 22 October 2025, covers Google's Android mobile operating system, its native app distribution channels like the Google Play Store, and its mobile browser and browser engine, Chrome and Blink.
The designation under Part 1 of the Digital Markets, Competition and Consumers (DMCC) Act 2024 grants the CMA new powers to implement specific conduct requirements and pro-competition interventions. The initial SMS investigation was launched on 23 January 2025, following a comprehensive invitation to comment and a workshop for app developers to gather insights into market barriers and innovation drivers.
In a direct follow-up, the CMA launched a consultation on 30 June 2026, on a proposed 'Steering' conduct requirement related to Google’s mobile platform. This potential intervention aims to address concerns about Google's influence over how users discover and access apps and services on their mobile devices. The CMA has also been actively reviewing app store rules, issuing a call for evidence on 1 April 2026, and publishing final commitments from Google on the same date concerning app review, ranking, and data usage.
For UK businesses, particularly app developers, this designation could unlock new opportunities. Reduced barriers to entry and fairer competition could foster innovation, leading to a more diverse range of apps and services available to consumers. However, companies will need to adapt to any new conduct requirements, which could involve changes to their app distribution and marketing strategies. For consumers, the ultimate goal is greater choice, lower prices, and higher quality services as competition intensifies.
The regulatory context for these actions is shaped by both UK and EU initiatives. The UK's DMCC Act provides the framework for the CMA's interventions, while the EU's AI Act and other digital regulations also influence the broader landscape for tech giants. Experts suggest that while these measures are crucial for rebalancing market power, their effectiveness will depend on robust enforcement and the ability of regulators to keep pace with rapid technological advancements. Risks include potential over-regulation stifling innovation, while opportunities lie in creating a more level playing field for smaller UK tech firms.