UK group sues Apple over App Tracking Transparency

Apple has been sued again in the United Kingdom over its App Tracking Transparency (ATT) feature, marking the third legal challenge to the policy in the last two years. The lawsuit, filed this week in London, is unusual because it is brought by a consumer‑rights organisation rather than an advertising group or a state regulator. The plaintiffs claim that ATT unfairly limits competition by making it difficult for small app developers and advertisers to reach users, thereby giving Apple an unfair advantage in the mobile‑ad market. Apple has already defended the measure in the United States and in the European Union, arguing that it protects user privacy and is a legitimate business practice.

ATT was rolled out by Apple in 2021 and requires every app to ask for a user’s permission before tracking their data across other apps or websites. The company says the feature is a key part of its privacy‑first strategy and has helped it win praise from regulators and consumers alike. However, the move has upset advertisers who argue that the lack of tracking data reduces the effectiveness of targeted ads and cuts into their revenue. The policy has prompted a wave of legal scrutiny, with lawsuits in the U.S. alleging antitrust violations and in the EU a regulatory investigation into whether the feature breaches competition law. The new UK case adds a fresh angle, focusing on the competitive effects rather than purely on privacy concerns.

In its response, Apple said it would vigorously defend the lawsuit, stressing that ATT is a lawful, privacy‑enhancing measure that does not discriminate against any particular business. The company also pointed out that the feature is optional and that users can choose to opt out of tracking. The plaintiffs seek an injunction that would require Apple to modify or remove ATT, and they argue that such a change would restore a level playing field for all advertisers. The case is set to be heard in the UK High Court later this year, and its outcome could influence how privacy and competition law intersect in other jurisdictions. If the court sides with the plaintiffs, it could force Apple to rethink its privacy strategy, potentially reshaping the mobile‑advertising landscape worldwide.