Apple and Google face new rules governing how they run their smartphone software and app stores in the UK, as Britain’s antitrust agency looks to impose new European-style controls on the Big Tech companies.

The United Kingdom's Competition and Markets Authority is pushing the two operating system providers to make competition more open for other developers.

Apple Inc. and Google’s Android were earmarked by the UK’s antitrust watchdog for a raft of new rules targeting their power in mobile ecosystems, a market almost completely dominated by the US giants.