Apple is facing a £2 billion lawsuit in London over its app tracking rules, with developers accusing the technology giant of abusing its market power to impose unfair restrictions on third-party applications.
The case was filed at the Competition Appeal Tribunal on Thursday and centres on Apple’s App Tracking Transparency feature, which was introduced in 2021.
Apple says the feature gives users greater control over whether applications can track their activity across other companies’ apps and websites.
However, lawyers representing the developers argue that Apple imposed stricter requirements on third-party developers than on its own services, giving the company an unfair advantage in the digital advertising market.
Ann Pope, a former senior official at the UK Competition and Markets Authority who is leading the case, said Apple’s policy had caused significant harm to businesses that depend on the company as a major technology platform.
She said the legal action was intended to protect British businesses, ensure Apple’s rules were applied fairly and secure compensation for losses allegedly suffered by UK companies.
Apple rejected the allegations, saying its App Tracking Transparency framework was introduced to give users a simple way to decide whether applications could track their activity.
The company also said it was subject to the same requirements as other developers.
Apple’s tracking policy has faced regulatory scrutiny in several European countries. In Germany, the company agreed last month to changes to rules governing how app developers can use personal data for targeted advertising.
Germany’s competition authority had previously accused Apple of abusing its market position after Meta, publishers, advertisers and app developers whose business models rely on advertising tracking criticised the system.
Competition regulators in France, Italy and Poland have also investigated Apple’s App Tracking Transparency framework.
The London lawsuit adds to growing legal and regulatory pressure on Apple over its treatment of third-party developers and its position in the digital advertising market.
