Apple is facing a £2 billion collective lawsuit in the UK over allegations that its privacy rules placed third-party app developers at a disadvantage while giving its own advertising services more favorable treatment.
The case centers on App Tracking Transparency (ATT), a privacy framework Apple introduced in April 2021. ATT requires third-party iPhone and iPad apps to display an Apple-designed prompt asking users for permission before tracking their activity across apps and websites belonging to other companies.
The system was promoted as a way to give users greater control over their personal information. However, developers behind the new legal action argue that the way Apple implemented ATT created an uneven competitive environment.
The claim was filed with the UK’s Competition Appeal Tribunal on September 3rd. It is being brought by ATT Collective Action Limited, led by Ann Pope, who previously served as Senior Director for Antitrust at the Competition and Markets Authority.
According to the claim, third-party developers effectively faced two consent requirements: obligations arising under data protection law and Apple’s additional ATT prompt. Apple’s own services were not required to use the same ATT prompt for personalized advertising, instead relying on a different consent process.
The plaintiffs allege that this difference made it harder for independent developers to collect information used for targeted advertising. Apps that rely heavily on advertising revenue could therefore earn less when users declined tracking.
The case also argues that Apple introduced ATT without sufficient consultation or time for developers to adapt their businesses. The claimants say Apple’s position as the operator of the iOS ecosystem left developers with little practical alternative to following the new rules if they wanted to continue reaching iPhone and iPad users.
The proposed £2 billion action covers thousands of UK app developers. Because it has been filed as an opt-out collective claim, eligible UK developers are automatically represented unless they choose to leave the action. It covers developers that generated advertising revenue from third-party iOS apps or spent money advertising to attract users to those apps.
Apple rejects the allegations. The company maintains that it is subject to the same ATT requirements as other developers and says the feature was designed to provide users with a straightforward choice over cross-company tracking.
The dispute follows broader regulatory scrutiny of ATT in Europe. Competition authorities in several countries have examined whether Apple’s implementation unfairly favored its own services. In August 2026, Apple agreed to modify aspects of its consent process following an investigation by Germany’s competition regulator.
The UK lawsuit has not established that Apple violated competition law, and the £2 billion figure represents the damages being sought rather than a penalty already imposed. The case must also receive certification from the Competition Appeal Tribunal before proceeding as a collective action.