CMA designates Google and Apple, proposes measures

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](https://www.gov.uk/government/news/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](https://www.cnbc.com/2025/07/23/apple-google-uk-competition-regulator-investigation.html) [}15]: PocketGamer - UK's CMA crawls to Apple and Google regulation