Apple Faces £2 Billion UK Lawsuit Over App Tracking
Apple is facing a £2 billion ($2.7 billion) lawsuit in London brought by app developers who allege that the iPhone maker abused its market power through its App Tracking Transparency (ATT) policies.
The legal action, filed with London’s Competition Appeal Tribunal on Thursday, follows years of regulatory scrutiny over Apple’s App Tracking Transparency feature, which was introduced in 2021. Apple says the feature gives users greater control over whether apps can track their activity across other companies’ apps and websites.
However, lawyers representing the developers argue that Apple imposed stricter requirements on third-party app developers than on its own services. They claim the policy has placed competing businesses at a disadvantage while giving Apple’s advertising ecosystem a competitive advantage.
The lawsuit is being led by Ann Pope, a former senior official at Britain’s Competition and Markets Authority (CMA). Pope said Apple’s policies had caused significant harm to businesses that depend on the company’s platforms to reach consumers.
She argued that the legal action is necessary to protect British companies that rely on Apple, ensure that the company’s rules are applied fairly and seek compensation for losses allegedly caused by the policy.
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Apple’s App Tracking Transparency system has also attracted regulatory attention elsewhere in Europe. In Germany, the company agreed last month to changes concerning how app developers can use personal data for targeted advertising.
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Germany’s competition authority had accused Apple of abusing its dominant market position following complaints from Meta, publishers, advertisers and app developers whose businesses rely heavily on advertising-related tracking.
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The latest UK lawsuit adds to growing pressure on Apple over its control of the mobile app ecosystem and the rules governing data collection and advertising. The case could further intensify scrutiny of how Apple balances user privacy with competition among developers and advertising businesses.