The UK’s Competition and Markets Authority (CMA) proposed designating Apple and Google with “strategic market status” (SMS) for their mobile platforms, which control 90-100% of UK mobile devices[^1]. The designation would allow the regulator to impose new rules addressing app store fees, review processes, and restrictions on digital wallets[^1].

The CMA published roadmaps outlining priority actions, including ensuring fair app store rankings, allowing users to be directed to external payment options, and enabling better interoperability between devices[^1]. For Apple specifically, the regulator aims to address restrictions on digital wallets and connected devices like smartwatches[^3].

Both companies pushed back against the proposals. Apple warned the rules could “undermine privacy and security” and force it to “give away technology for free to foreign competitors”[^5]. Google’s competition director Oliver Bethell called the announcement “disappointing and unwarranted”[^5].

The CMA will make final decisions on the SMS designations by October 22, 2025, with initial interventions expected to begin in autumn 2025[^1]. More complex issues, like requiring Apple to allow alternative app stores, have been postponed for consideration until 2026[^15].

[^1]: CMA proposes action to drive more competition on mobile platforms [^3]: CMA proposes next steps for improving mobile platforms in the UK [^5]: CNBC - Apple, Google hit with UK scrutiny as regulator pushes for mobile changes [^15]: PocketGamer - UK’s CMA crawls to Apple and Google regulation