The UK Competition and Markets Authority (CMA) has officially designated Apple and Google’s mobile platforms with Strategic Market Status (SMS) as of 22 October 2025. This decision follows the introduction of the UK’s new digital markets competition regime, which came into force on 1 January 2025, aiming to increase competition and consumer choice in digital markets. The SMS designation grants the CMA new regulatory powers, including the ability to require interoperability and prevent discriminatory conditions for mobile payment and wallet services such as Apple Pay and Google Pay.
After launching separate investigations into Apple and Google’s mobile platforms in January and consulting with over 150 stakeholders, the CMA concluded that both companies possess “substantial, entrenched market power” within their respective mobile ecosystems. The regulator notes that UK consumers rarely switch between Apple and Google, making the platforms a primary channel for accessing digital content and payment services. According to the CMA, ongoing technological developments, such as advances in artificial intelligence, are not expected to significantly reduce Apple or Google’s dominance over the five-year SMS designation period.
- The SMS status applies to mobile operating systems, app stores, and web browsers operated by Apple and Google.
- The app economy represents 1.5% of the UK’s GDP and supports approximately 400,000 jobs.
- New CMA powers could see Apple and Google required to open NFC access and ensure fairer fees for payment providers, benefiting online casino withdrawals and reducing costs for UK players and payment companies.
Sarah Cardell, CEO of the CMA, commented: “The app economy generates 1.5% of the UK’s GDP and supports around 400,000 jobs, which is why it’s crucial these markets work well for business so they can invest, innovate and drive the growth this country needs.” She also highlighted that, “Apple and Google’s mobile platforms are used by thousands of businesses right across the economy to market and sell products and services to millions of customers, but the platforms’ rules may be limiting innovation and competition.”
| Key Area | SMS Impact | Casino Withdrawal Relevance |
|---|---|---|
| NFC Access | Potential requirement for open access | Could speed up withdrawals via mobile wallets |
| Fee Structures | Possibility of more competitive fees | Lower costs for UK casino players and operators |
| Interoperability | Mandated compatibility for payment services | Improved choice and flexibility for casino withdrawals |
For further reading, visit the official government announcement. To learn more about digital wallet withdrawals and changing payment regulations, see our coverage on Apple Tap to Pay, UK watchdogs and Apple Pay/Google Pay, Apple Pay withdrawal methods, Google Pay withdrawal methods, and fastest payout casinos.
