United Kingdom: Competition and Markets Authority closes consultation on proposed decision to designate Apple as having strategic market status

On 20 August 2025, the Competition and Markets Authority (CMA) closes the consultation on the proposed decision to designate Apple as having strategic market status (SMS). The consultation included a roadmap from the CMA of possible measures to improve competition in mobile ecosystems, a consumer survey report, and a summary of the proposed decision. The CMA cited findings that Apple's mobile ecosystem accounted for approximately 50-60% of active mobile devices between 2017 and 2024 as cause to designate Apple as SMS. The CMA also cited the large share of the UK economy comprised of application (app) developers (1.5% of GDP) and integration of the app economy with other sectors, including the financial technology sector and the gaming sector. The consultation sought views on defining Apple’s smartphone/tablet operating system, app distribution, and browser as one “mobile platform,” its limited competition from Google or other ecosystems, high entry barriers, and lack of alternative content distribution. It also focused on Apple’s substantial, entrenched market power and strategic significance, and other feedback on the proposed decision.