The UK's Competition and Markets Authority (CMA) has formally designated Apple with Strategic Market Status (SMS) concerning its mobile platform. This significant decision, finalised in October 2025 following an investigation launched in January 2025, places Apple's mobile operating systems (iOS), native app distribution (App Store), and mobile browser and browser engine (Safari and WebKit) under enhanced regulatory oversight. The designation allows the CMA to implement specific conduct requirements and pro-competition interventions to address perceived market dominance.
Since the SMS designation, the CMA has been actively pursuing several lines of inquiry and potential interventions. Most recently, in late June 2026, the regulator published a call for evidence regarding access to Near Field Communication (NFC) technology on iOS devices. Concurrently, a consultation was launched on a proposed 'Steering' conduct requirement, which could impact how Apple directs users and developers within its ecosystem. These follow earlier actions in April 2026, which included a call for evidence on recent developments in app store rules and the publication of final commitments from Apple concerning app review, ranking, data usage, and enabling developers to request interoperable access to operating system features.
The regulatory push is part of the UK's broader Digital Markets, Competition and Consumers (DMCC) Act 2024, designed to ensure that powerful tech companies operate fairly and do not stifle innovation or consumer choice. For UK businesses, particularly app developers, the CMA's interventions could unlock new opportunities. Greater access to features like NFC, more flexibility in app distribution, and reduced restrictions on app store rules could lower development costs, foster new business models, and increase competition for user attention. This could lead to a more vibrant and diverse app ecosystem.
Consumers, too, stand to benefit. Increased competition often translates into more innovative products, a wider array of services, and potentially more competitive pricing for apps and digital services. The ability for developers to 'steer' users towards alternative payment methods or platforms, for instance, could bypass Apple's standard commission fees, potentially leading to savings that could be passed on to users. However, experts caution that changes must be carefully implemented to avoid unintended consequences, such as compromising security or user experience.
Professor Anya Sharma, a digital economy expert at the London School of Economics, commented, 'The CMA's actions are a clear signal that the UK is serious about reining in the power of large digital platforms. For Apple, this means adapting its business practices to a more open, competitive environment. For UK tech, it's a chance to innovate without facing insurmountable barriers from dominant players. The challenge will be balancing pro-competition measures with ensuring continued platform security and stability.' The ongoing consultations and calls for evidence demonstrate the CMA's commitment to gathering comprehensive views before implementing final measures.