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^[1:1].

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^[1:2]. For Apple specifically, the regulator aims to address restrictions on digital wallets and connected devices like smartwatches^[2].

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”^[3]. Google’s competition director Oliver Bethell called the announcement “disappointing and unwarranted”^[3:1].

The CMA will make final decisions on the SMS designations by October 22, 2025, with initial interventions expected to begin in autumn 2025^[1:3]. More complex issues, like requiring Apple to allow alternative app stores, have been postponed for consideration until 2026^[4].