Apple Hit with £2B Class Action in London Over ATT 'Double Standard'

Apple is staring down a £2 billion ($2.7 billion) class-action lawsuit in London over its App Tracking Transparency (ATT) feature. The case was filed today at the Competition Appeal Tribunal by former UK Competition and Markets Authority official Ann Pope, acting for app developers. The main claim is blunt: Apple’s ATT policy puts tighter tracking limits on third-party apps while letting its own advertising ecosystem off easy, which the suit says amounts to unfair competition. Pope said Apple’s policy "has caused very significant harm to businesses that rely on Apple as a gatekeeper."

ATT has faced regulatory scrutiny around the world since it launched in 2021. Apple says the feature exists to give users control over tracking. But the plaintiffs say Apple applies the rules with a double standard: third-party apps must get explicit consent through pop-ups, while Apple’s own ads are not subject to matching restrictions. This is the biggest private antitrust suit in the UK aimed at Apple’s app ecosystem, and it comes after regulatory actions in the EU and US.