The CMA's Programme of Work Across Mobile Platforms

Why It Matters

The designations give the CMA a powerful tool to curb anti‑competitive behavior by the two dominant gatekeepers, potentially lowering costs and increasing choice for UK developers and consumers. Successful interventions could reshape the mobile ecosystem, boosting fintech innovation and aligning the UK with global digital‑market reforms.

Key Takeaways

• CMA designated Apple and Google with strategic market status.
• Designations last five years, covering OS, app stores, browsers.
• Commitments focus on app review, ranking, data, NFC access.
• CMA may impose formal interventions if commitments fall short.
• Work includes steering rules, digital wallets, browser interoperability.

Pulse Analysis

The Competition and Markets Authority (CMA) has exercised its digital markets regime by granting strategic market status (SMS) to Apple and Google for their mobile platforms in the United Kingdom. The designation, announced on 22 October 2025 and lasting five years, covers operating systems, app distribution channels and mobile browsers. SMS gives the CMA a legal footing to intervene where conduct threatens fair competition or consumer welfare. By targeting the two dominant gatekeepers, the regulator aims to curb anti‑competitive practices that have long shaped the UK app ecosystem.

Following the designation, the CMA published roadmaps that set out concrete commitments from both firms. Apple and Google have pledged greater transparency in app‑review procedures, clearer ranking criteria, and stronger data‑safeguard measures. In addition, Apple’s roadmap includes interoperable access to NFC functionality, a move that could open Apple Wallet to third‑party fintech providers. The authority is also probing “steering” restrictions that force users to complete transactions inside an app, a practice that inflates app‑store commissions. These voluntary commitments are backed by monitoring mechanisms, but the CMA warns it will impose formal conduct requirements if progress stalls.

The CMA’s approach mirrors parallel actions in the United States, where Epic Games’ litigation is forcing Apple and Google to reconsider app‑store rules, and the European Union’s Digital Markets Act, which imposes similar gatekeeper obligations. For UK developers and fintech firms, the outcome could mean lower fees, easier access to device features, and a more level playing field. The regulator also signals that emerging technologies such as AI will be scrutinised under the same framework. Companies should therefore track the CMA’s forthcoming steering proposals and NFC‑access negotiations, as they may reshape market dynamics before the 2026 review deadline.