Britain's mobile users stand to gain significantly from the Competition and Markets Authority's (CMA) intensified scrutiny of Apple and Google's dominant platforms. Preliminary figures indicate that the UK's mobile market is worth around £20 billion annually, with over 70% of this revenue generated by the two tech giants through their respective app stores.
The CMA's decision to designate both Apple and Google as having 'Strategic Market Status' (SMS) in October 2025 marked a significant milestone in its efforts to promote competition within the UK's mobile market. This SMS designation, which will remain in place for five years, applies to key areas such as mobile operating systems, app distribution, and mobile browsers and browser engines. The CMA's investigation, initiated in January 2025, led to a consultation on provisional findings before the SMS status was formally granted.
In July 2025, the CMA published roadmaps outlining potential intervention points during the initial half of the designation period. These roadmaps focused on improving market outcomes for UK consumers and businesses by addressing app review processes, methodology for ranking apps in stores, and safeguarding user data. Apple's roadmap specifically included measures to enable developers to request interoperable access to features and functionalities within its mobile operating systems.
Following a February 2026 consultation on voluntary commitments proposed by Apple and Google, the CMA has decided to proceed with these undertakings, bolstered by robust transparency and oversight measures. These measures will allow the regulator and other stakeholders to monitor implementation and effectiveness closely. Should these commitments prove ineffective or should the companies fail to comply, the CMA has stated it will not hesitate to move towards formal requirements.
A key area of potential intervention is access to the Near Field Communication (NFC) chip functionality on Apple smartphones, crucial given the government's industrial strategy and the nation's thriving fintech sector. Enabling third-party competitors to Apple Wallet would drive innovation in digital payments and broader digital wallet applications, including digital identity and digital keys. The CMA is actively engaging with Apple, Google, other third parties, UK fintechs, and financial services firms to understand the implications of introducing competition in this space.