Tokyo takes aim at tech giant’s dominance, ending deals that stifled browser competition on Android phones
In a move that’s sure to echo far beyond Tokyo’s neon skyline, Japan has thrown a regulatory wrench into Google’s long-standing Android playbook.
On Tuesday, the Japan Fair Trade Commission (JFTC) officially hit Google with a cease-and-desist order. The reason? Allegedly rigging the game. By requiring Android phone makers to preinstall Google apps like Chrome and Play Store—and keeping rivals out—the tech giant may have crossed the line into anti-competitive territory.
This is the first time Japan’s watchdog has cracked down on any of the GAFAM powerhouses. That’s Google, Apple, Facebook, Amazon, and Microsoft. It’s a sign the gloves might finally be coming off in Asia’s fight to keep tech giants in check.
Google’s App Deals Weren’t Just Incentives—They Were Locks
At the heart of the JFTC’s ruling are what it calls “Mobile Application Distribution Agreements.” On paper, they sound dull. In practice? They’re anything but.
Since at least July 2020, Android phone makers in Japan have had to agree to Google’s terms if they wanted access to the Play Store. And those terms were crystal clear: preinstall Google Chrome, slap it on the home screen, and don’t even think about offering a rival browser.
The Commission says this wasn’t just nudging—this was gatekeeping. A senior JFTC investigator, Saiko Nakajima, didn’t mince words: “By binding smartphone manufacturers and telecommunication carriers, Google has made it difficult for other competing search engine applications to be used on Android phones.”
And it didn’t stop there.
Google sweetened the deal by offering slices of its massive ad revenue pie to phone makers—but only if they agreed to keep competitors off the devices entirely.
Big Paydays for Phone Makers, Big Blockades for Rivals
By December 2024, at least six major manufacturers—responsible for 80% of Android phones sold in Japan—had signed up for Google’s revenue-sharing plan. These weren’t mom-and-pop tech companies; these were the top dogs in Japan’s mobile landscape.
• In exchange for ad revenue, manufacturers agreed to make Chrome the default browser
• They also agreed not to preinstall or promote other search engines
• These deals created a “funnel” that kept alternatives out of sight and out of mind
This type of bundling isn’t new, but regulators are increasingly saying it’s anti-competitive. Especially when users don’t even get to choose what browser greets them when they boot up their phone.
Global Pushback Grows Against Big Tech’s Strong-Arming
Japan is just the latest to step up.
In Europe, Google has already faced similar charges. In 2018, the EU fined the company a record €4.34 billion for essentially the same thing—forcing Android phone makers to bundle Google apps or lose access to the Play Store.
South Korea, meanwhile, passed laws banning app store monopolies and exclusive practices. India’s antitrust body also recently ruled against Google’s Android dominance and ordered major changes in its app distribution policies.
A quick comparison table below shows how Japan now joins the global chorus:
| Region | Action Taken | Year | Focus of Regulation |
|---|---|---|---|
| EU | €4.34B fine | 2018 | Bundling Chrome, Search, Play Store |
| South Korea | Law passed | 2021 | App store payment monopoly |
| India | Ruling issued | 2023 | Default app & store dominance |
| Japan | Cease order | 2025 | Preinstall & ad revenue deals |
One paragraph here, just one sentence.
Why This Matters More Than You Think
This isn’t just about which browser comes preloaded on your next Android device.
What’s at stake is user choice—and the real cost of convenience. If manufacturers are only showing one door, how many users even realize other doors exist?
The JFTC’s decision could force real change in how Android devices are sold and configured in Japan. It might even ripple out to other countries watching closely to see what happens next.
And let’s be real—Google won’t take this lightly. The company hasn’t officially responded yet, but insiders suggest legal teams are already weighing their options.
The Bigger Picture: A Shrinking Space for Tech Giants to Maneuver
Google’s business model thrives on being the default—on being everywhere before competitors can show up.
What Japan has done is put that model on notice. Not destroy it. But definitely chip away at its foundation.
The country may be late to the global antitrust party, but its entrance is loud, clear, and well-timed. With elections on the horizon and public trust in Big Tech hitting new lows, regulators are under pressure to act—and fast.
A few key takeaways from this decision:
• Manufacturers may now gain freedom to offer non-Google apps
• Consumers might see more browser and search engine options
• Google’s Asia-Pacific dominance could take a measurable hit
One-sentence paragraph here again.
And just like that, Japan’s tech policy isn’t just catching up. It’s setting the pace.
