LONDON — Britain’s antitrust watchdog has proposed labeling Google's and Apple's mobile ecosystems with “strategic market status," which would mandate changes at the Big Tech companies to improve competition.

The Competition and Markets Authority's announcement Wednesday follows separate investigations it opened at the start of the year into Google’s Android and Apple’s iOS, using newly acquired digital market regulations designed to protect consumers and businesses from unfair practices by Big Tech companies.

The watchdog said Apple and Google hold an “effective duopoly," with 90-100% of mobile devices in Britain running on either mobile platform. Its investigation found a range of concerns affecting businesses and consumers such as unpredictable app reviews, inconsistent app store se

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