SMS investigation into Apple’s mobile platform
Source: gov.uk (2025-10-22)

The Competition and Markets Authority (CMA) investigated whether to designate Apple as having strategic market status (SMS) in the provision of its mobile platform.

This investigation ran parallel to the SMS investigation into Google’s mobile platform (https://www.gov.uk/cma-cases/sms-investigation-into-googles-mobile-ecosystem).

Learn how SMS investigations work as part of the digital markets competition regime (https://www.gov.uk/guidance/how-the-uks-digital-markets-competition-regime-works).

Final decision

22 October 2025: The CMA has published its final decision to designate Apple as having strategic market status (SMS) in respect of its mobile platform, comprising its mobile operating systems, native app distribution and mobile browser and browser engine.
- SMS decision notice (PDF, 128KB) (https://assets.publishing.service.gov.uk/media/68f8c05f190c6607448bb74a/SMS_decision_notice__Apple_.pdf) (22.10.25)
- Final decision report (PDF, 2.2MB) (https://assets.publishing.service.gov.uk/media/68fb86f430c331c88be6f0cb/Final_decision_report.pdf) (22.10.25)
- Appendix A: Market outcomes (PDF, 781KB) (https://assets.publishing.service.gov.uk/media/68f8ae0e25d7d8af156dc27f/Annex_A_-_Market_outcomes.pdf) (22.10.25)
- Appendix B: Profitability analysis (PDF, 471KB) (https://assets.publishing.service.gov.uk/media/68f8ae3d80cf98c6e8ed8f63/Annex_B_-_Profitability_analysis.pdf) (22.10.25)
- Appendix C: Further information on our use of evidence in this investigation (430KB) (https://assets.publishing.service.gov.uk/media/68f8ae6125d7d8af156dc280/Annex_C_-_Further_information_on_our_use_of_evidence_in_this_investigation.pdf) (22.10.25)
- Press release: CMA confirms Apple and Google have strategic market status in mobile platforms (https://www.gov.uk/government/news/cma-confirms-apple-and-google-have-strategic-market-status-in-mobile-platforms) (22.10.25)
Proposed decision

Responses to the consultation

11 September 2025: The CMA published non-confidential responses to the consultation (https://www.gov.uk/government/consultations/proposed-decision-sms-investigation-into-apples-mobile-platform).
- Summary of oral representations (PDF, 138KB) (https://assets.publishing.service.gov.uk/media/68f8ae7cec6267c615ed8f63/Summary_of_oral_representations__Apple_.pdf) (22.10.25)
Consultation

23 July 2025: The CMA consulted on its proposed decision to designate Apple as having strategic market status (SMS) in respect of its mobile platform (https://connect.cma.gov.uk/proposed-decision-apple-sms), comprising its mobile operating systems, native app distribution and mobile browser and browser engine. This consultation closed 20 August 2025.
- Proposed decision (PDF, 1.9MB) (https://assets.publishing.service.gov.uk/media/68811f9c3f77077624120561/Proposed_decision.pdf) (23.7.25)
- Appendix A - market outcomes (PDF, 709KB) (https://assets.publishing.service.gov.uk/media/6880b5659fab8e2e86160f02/Appendix_A__Market_outcomes.pdf) (23.7.25)
- Appendix B - profitability analysis (PDF, 452KB) (https://assets.publishing.service.gov.uk/media/6880b5813f770776241204f0/Appendix_B__financial_analysis.pdf) (23.7.25)
- Consumer survey report (PDF, 7.2MB) (https://assets.publishing.service.gov.uk/media/687fb0c037c38e28f38468d4/Consumer_survey_report1.pdf) (23.7.25)
- Consumer survey data tables - demographics (XLSX, 5.2MB) (https://assets.publishing.service.gov.uk/media/68b5b20f11b4ded2da19fce2/Consumer_survey_data_tables_-_demographics.xlsx) (23.7.25)
- Consumer survey data tables - switching (XLSX, 4.8MB) (https://assets.publishing.service.gov.uk/media/68b5b235536d629f9c82a96f/Consumer_survey_data_tables_-_switching.xlsx) (23.7.25)
- Consumer survey data tables - technical use and behaviour (XLSX, 5.6MB) (https://assets.publishing.service.gov.uk/media/68b5b253b0a373a01819fce8/Consumer_survey_data_tables_-_technical_use_and_behaviour.xlsx) (23.7.25)
- Press release: CMA proposes action to drive more competition on mobile platforms (https://www.gov.uk/government/news/cma-proposes-action-to-drive-more-competition-on-mobile-platforms) (23.7.25)
Roadmap of possible measures to improve competition in respect of Apple’s mobile platform

23 July 2025: The CMA has today published its roadmap for possible interventions in respect of Apple’s mobile platform. The roadmap sets out how we intend to prioritise our work on potential conduct requirements and pro-competition interventions, should Apple be designated as having SMS.
- Roadmap (PDF, 491KB) (https://assets.publishing.service.gov.uk/media/687f893cf2ecaeb756d0e1e6/Roadmap__Apple_.pdf) (23.7.25)
If you would like to share your views on how we’ve prioritised interventions in the roadmap, submit them to xxx@xxx.xx (mailto:xxx@xxx.xx). We will also continue to engage with stakeholders between now and updating the roadmap in the first half of 2026.

App developer workshop

24 March 2025: As part of its SMS investigations into Apple’s and Google’s mobile platform, the CMA held a workshop for app developers to express their views on:
- the key drivers for innovation and investment in app development in the UK
- any current barriers to developing new apps or app features for use on mobile devices
- what measures may be needed to overcome such barriers
9 May 2025: A summary of the workshop was published.
- Workshop summary note (PDF, 139KB) (https://assets.publishing.service.gov.uk/media/681cba403f1c73824ee3e5e3/Workshop_summary_note_.pdf) (9.5.25)
Invitation to comment: closed

7 March 2025: The invitation to comment closed on 12 February. Non-confidential submissions are published on the consultation page.

Responses: SMS investigation into Apple’s and Google’s mobile ecosystems (https://www.gov.uk/government/consultations/sms-investigations-into-apple-and-googles-mobile-ecosystems)

23 January 2025: To assist with its SMS investigation, the CMA published an invitation to comment (ITC) setting out the scope of its investigations covering mobile platform, the main avenues of investigation and the potential interventions we are currently considering. We invited submissions from interested parties on these issues as set out in the ITC.
- Invitation to comment (PDF, 581KB) (https://assets.publishing.service.gov.uk/media/67911997cf977e4bf9a2f1aa/Invitation_to_comment.pdf) (23.1.25)
- Consultation: SMS investigations into Apple and Google’s mobile ecosystems (https://connect.cma.gov.uk/invitation-to-comment-sms-investigations-into-apple-and-google-s-mobile-ecosystems)
Invitation to comment on consumer survey

24 January 2025: An ITC on a proposed consumer survey in this investigation was published. Interested parties had an opportunity to comment on the proposed methodology and draft questionnaire.
- Invitation to comment on consumer survey (PDF, 98KB) (https://assets.publishing.service.gov.uk/media/679249c2e982ca138427fc20/Invitation_to_comment_on_consumer_survey.pdf) (24.01.25)
- Consumer survey (PDF, 264KB) (https://assets.publishing.service.gov.uk/media/679249d223c34b0ef8fad600/Consumer_survey_questionnaire.pdf) (24.01.25)
Case information

23 January 2025: The CMA launched an ‘initial SMS investigation’ under Part 1 of the Digital Markets, Competition and Consumers (DMCC) Act 2024.

The CMA is investigating whether to designate Apple as having SMS in the provision of its mobile platform, including its:
- mobile operating system – which on Apple devices is iOS and iPadOS
- native app distribution – which on Apple devices is through the App Store
- mobile browser and browser engine – which for Apple is Safari and WebKit respectively
(The precise descriptions of the digital activities we are investigating are set out in the Investigation Notice).

Launch of SMS investigation:
- Apple investigation notice (PDF, 235KB) (https://assets.publishing.service.gov.uk/media/67911972e2b9324a911e26db/Apple_investigation_notice.pdf) (23.1.25)
- Press release: CMA to investigate Apple and Google’s mobile ecosystems (https://www.gov.uk/government/news/cma-to-investigate-apple-and-googles-mobile-ecosystems) (23.1.25)
Indicative timetable

The table below sets out an indicative timetable for the SMS investigation.

On 10 March 2025, CMA Chief Executive, Sarah Cardell delivered a speech at the techUK Tech Policy Conference 2025 (https://www.gov.uk/government/speeches/promoting-competition-and-protecting-consumers-in-the-digital-age-a-roadmap-for-growth) in which she set out that a new step would be incorporated into the CMA’s designation investigations – an initial ‘roadmap’ for possible future interventions if a firm were to be designated with SMS.

The roadmap provides clarity on which issues are likely to be prioritised for earlier action, which the CMA proposes to deprioritise, and which remain subject to further consideration. For the SMS Mobile investigation into Apple, this roadmap document was published alongside the consultation on the proposed decision on SMS designation on 23 July 2025.

It should be noted that the DMCC Act allows the CMA to consult on proposed conduct requirements (CRs) at the same time as consulting on any proposed decision on whether to designate a firm with SMS. However, CRs may be imposed at any point after a firm is designated.

The dates set out below are indicative only and represent our current expectations and estimates for different phases in the investigation and may be subject to change.

This timetable will be updated as necessary throughout the investigation if there are changes to these timings.

As set out in the roadmap we expect to begin consulting on initial CRs from autumn 2025 and will provide updated timings for this process in due course. These are therefore not included below.

Stage 1: Commencement of the SMS investigation and consideration of potential measures

Stage 2: Preparation and publication of proposed decision on whether to designate Apple with SMS and publication of initial roadmap for possible future measures

Stage 3: After consultation on proposed decision and initial roadmap of possible measures

Decision makers

The Digital Markets Board Committee (DMBC) oversees and takes certain delegated decisions under the DMCC Act 2024.

Sub-committees of the DMBC have been established under the DMBC to oversee and take certain decisions in specific SMS investigations, in accordance with their terms of reference (https://www.gov.uk/government/publications/cma-board-rules-of-procedure).

The members for this investigation are:
- Sarah Cardell, Chief Executive, CMA (https://www.gov.uk/government/people/sarah-cardell)
- Martin Coleman, Non-Executive Director and Panel Chair (https://www.gov.uk/government/publications/cma-panel-member-biographies-and-disclosures-of-interest/inquiry-chairs-biographies#martin-coleman---panel-chair)
- Margot Daly, Inquiry Chair (https://www.gov.uk/government/publications/cma-panel-member-biographies-and-disclosures-of-interest/inquiry-chairs-biographies#margot-daly)
- Will Hayter, Executive Director for Digital Markets, CMA (https://www.gov.uk/government/people/will-hayter)
- Cyrus Mehta, Non-Executive Director (https://www.gov.uk/government/people/cyrus-mehta)
Contact

Please direct all correspondence or questions in relation to this investigation to: xxx@xxx.xx (mailto:xxx@xxx.xx)