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

The UK’s Competition and Markets Authority (CMA) has 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). Similar in spirit to the EU’s DMA but tailored by firm, the SMS regime is designed to keep key digital markets open and competitive. It is not a finding of wrongdoing; rather, it enables the CMA to set proactive conduct rules and, where needed, order pro‑competitive interventions.

What “Strategic Market Status” means

• Legal basis: The DMCC empowers the CMA to set conduct requirements for firms with substantial, entrenched power and strategic significance, and to mandate pro‑competitive interventions where appropriate.
• Covered ecosystems: Apple’s iOS/App Store and Google’s Android/Play Store, along with related services that affect competition on mobile platforms.
• Duration: SMS designations are time‑limited (typically up to five years) and reviewable.

Scope: where the CMA can act

• App distribution: App store policies, access terms, discovery and ranking rules for developers.
• Mobile browsers & web tech: Defaults, technical constraints and access to web APIs that affect competing browsers.
• Payments: In‑app payment choice, terms and related platform rules.
• Defaults & choice screens: How search engines, browsers and other core services are preset and how easily users can switch.

Potential obligations (subject to consultation)

• Fair, reasonable and transparent terms for business users (e.g., developers).
• No self‑preferencing of a platform’s own services over rivals.
• Interoperability and access to key device/OS capabilities on proportionate terms.
• Real user choice over defaults with simple switching and clear disclosures.

Timeline and enforcement

• 2025: Following consultation, the CMA formally confirmed SMS designations. Next: consultations on firm‑specific conduct requirements and any structural or behavioral remedies.
• Penalties: Under the DMCC, non‑compliance can draw fines of up to 10% of global turnover, plus daily penalties for ongoing breaches.

What could change for users and developers

• Users: Clearer options to pick/keep default apps, potentially more browser choice and improved app discovery.
• Developers: Greater transparency around app store rules and ranking, potential flexibility on payments, and improved access to platform features.

Learn more

• CMA – Cases and announcements
• Digital Markets, Competition and Consumers Act (DMCC)
• Background coverage and analysis

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