UK CMA designates Apple and Google as market-dominant (SMS): what expanded oversight means under the DMCC

The UK Competition and Markets Authority (CMA) has formally placed Apple and Google under expanded oversight by designating them with Strategic Market Status (SMS) under the Digital Markets, Competition and Consumers Act 2024 (DMCC). The move mirrors parts of the EU’s Digital Markets Act (DMA) approach, but lets the CMA tailor firm-specific rules. It’s not a finding of wrongdoing; it enables proactive regulation of key mobile platform bottlenecks.

What SMS means

• Legal basis: DMCC 2024 empowers the CMA to set conduct requirements and, where needed, order pro‑competitive interventions.
• Who is covered: Apple’s iOS and App Store; Google’s Android and Play Store, plus related services.
• Duration: Designations are typically time‑limited (e.g., up to five years) and reviewable.

Scope likely covered

• App distribution: App store policies, access terms and discovery for developers.
• Mobile browsers & web tech: Defaults, engine constraints and access to web APIs.
• Payments: In‑app payment choice and terms affecting developers and consumers.
• Defaults & choice screens: How search, browsers and core apps are preset and switched.

Possible obligations (subject to consultation)

• Fair, reasonable and transparent terms for business users (developers, services).
• No self‑preferencing of own apps/services in ranking or access.
• Interoperability/access to key device and OS capabilities on proportionate terms.
• Real user choice over defaults, with simple switching and clear disclosures.

Timelines and penalties

• Timeline: CMA consulted on proposed designations earlier in 2025; formal SMS confirmation followed in October 2025. Next are consultations on firm‑specific conduct requirements and phased compliance windows.
• Enforcement: Under DMCC, the CMA can fine up to 10% of global turnover for breaches, plus daily penalties for ongoing non‑compliance.

What it could mean for you

• For users: Clearer control over default apps, more meaningful browser choice and potentially easier app discovery.
• For developers: Greater policy transparency, potential flexibility on in‑app payments and improved access to platform features.

Learn more

• CMA – Cases and announcements
• Digital Markets, Competition and Consumers Act (DMCC)
• EU Digital Markets Act (context)

Discussion: Which change would most improve the mobile experience in the UK—easier default switching, alternative app stores, more browser choice, or fairer in‑app payment rules?