Apple is facing a new legal challenge over its App Tracking Transparency (ATT) feature, this time in the United Kingdom. The £2 billion (EUR 2 billion) lawsuit was filed at London’s Competition Appeal Tribunal on behalf of app developers, who accuse the iPhone maker of abusing its market position to impose unfair restrictions on third-party apps.
This marks the third ATT-related complaint brought before the UK regulator. Apple lost the first case and is currently appealing, while the second remains ongoing. The latest filing continues years of regulatory scrutiny surrounding how Apple handles ad tracking on its platform.
How App Tracking Transparency Works
Apple introduced ATT to give consumers control over whether their data can be used to serve personalized ads. Under the policy, developers who want to collect this data must first ask users for permission through an on-screen prompt.
Personalized advertising relies on user interests gathered from the apps people use and the websites they visit. In principle, the model benefits all sides: consumers see more relevant ads, advertisers get better returns on their spending, and free apps and websites earn higher payments for targeted placements. Even though the data is collected in anonymized form, the practice has fueled widespread privacy concerns, and many users have remained skeptical despite Apple’s efforts to keep the information anonymous.
The Antitrust Argument
Much of the legal pressure against Apple centers on a single point: the company’s own apps do not display the ATT prompt. Apple has repeatedly argued that its rules are consistent, explaining that its apps skip the prompt because they do not collect the data ATT references. Third-party apps that likewise do not collect such data are also exempt from showing the prompt.
Critics argue the arrangement still gives Apple an advantage, allowing it to place tighter limits on competitors while its own services operate under different conditions.
A Notable Twist in the New Case
The latest lawsuit carries an unusual detail. It is being led by Ann Pope, a former senior official with Britain’s Competition and Markets Authority, the same type of regulatory body now central to the dispute.
Pope said Apple’s policy “resulted in very significant harm to businesses that depend on Apple as a gatekeeper.” The case joins a growing list of antitrust actions and regulatory investigations targeting the feature, which Apple has long promoted as part of its broader privacy positioning. The lawsuit was filed at London’s Competition Appeal Tribunal on Thursday.
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Image: 9to5mac.com
