When forced to offer a choice, Apple users pick different browsers

The EU made phone makers show users a choice of web browsers on their devices. This study finds that when Apple users saw the choice, many switched to other browsers like Firefox.

This paper quantifies the power of default settings. For years, phone makers could set their own browser as the default, and most users never changed it. Now, the EU has forced a real choice, and it turns out users will pick something else if given the chance. This means regulators can break up entrenched market power by simply making choices visible.