Apple is confronting regulatory pressure in the UK while reportedly planning a major product strategy shift that would skip the iPhone 19 entirely in favour of an iPhone 20 lineup launching in 2027.

The Competition and Markets Authority (CMA) has designated both Apple and Google as having “strategic market status,” potentially forcing Apple to allow rival app stores on iPhones in the UK, a significant change to its closed ecosystem where apps can only be downloaded from the official App Store.

The CMA said the companies “may be limiting innovation and competition” in a market generating 1.5% of UK GDP and supporting approximately 400,000 jobs.

According to the regulator, 90-100% of UK mobile devices run on Apple or Google platforms, creating an “effective duopoly.”

Potential measures include requiring easier switching between Apple and Android devices, fair app ranking systems, and allowing alternative app stores or direct website downloads on Apple devices, similar to EU regulations that fined Apple in April for anti-competitive behaviour.

“Apple faces fierce competition in every market where we operate,” the company stated.

“The UK’s adoption of EU-style rules would undermine that, leaving users with weaker privacy and security, delayed access to new features, and a fragmented, less seamless experience.”

Google’s competition lead Oliver Bethell called the decision “disappointing, disproportionate and unwarranted,” noting that “the majority of Android users” already use alternative app stores or direct downloads.

Consumer group, Which?, supported the regulation, with head of policy Rocio Concha stating, “Their dominance is now causing real harm by restricting choice for consumers and competition for businesses.”

Separately, Apple is reportedly planning to skip the iPhone 19 and launch the iPhone 20 lineup in 2027, aligning with the 20th anniversary of the original iPhone, according to Omdia senior researcher Heo Moo-yeol.

The milestone release would feature a split-launch strategy with baseline models arriving early 2027 and Pro variants later that year.

Reports suggest major design overhauls including curved-glass edges, ultra-thin bezels, and under-display Face ID and camera systems.

The iPhone Fold is expected for potential 2026-2027 debut as a separate premium category above the Pro Max.

Apple is reportedly refreshing its supply chain to accommodate new display and hinge technologies.

Apple may skip the standard iPhone 18 next year, launching only the iPhone 18 Air, iPhone 18 Pro, and iPhone Fold.

The 2027 lineup would begin with the standard iPhone 20 and affordable iPhone 18e in the first half, followed by redesigned iPhone 20 Pro, iPhone 20 Air, and Fold 2 models in fall.

However, the iPhone Fold has already been delayed until 2027, with Apple’s rumoured clamshell-style foldable tipped for 2028.

The regulatory challenges and product strategy shifts come as global smartphone sales slow.

The iPhone 20’s anniversary positioning mirrors the iPhone X’s 2017 redesign that introduced the notch and established a new design language.

With 48.5% of UK mobile owners using iPhones according to Uswitch analysis, regulatory changes could significantly impact Apple’s business model in one of its key markets.

Australian pricing for current iPhone models starts at $1,399 for base variants.

Pricing for the iPhone 20 series has not been announced.