Apple faces $2.7 billion UK lawsuit over app tracking rules

Ann Pope, a former senior official with Britain's Competition and Markets Authority, is leading the legal action. She stated that Apple's policy has resulted in significant harm to businesses that rely on the company as a gatekeeper, and the action seeks to protect British businesses and compensate for their losses.

Apple's ATT feature, introduced in 2021, allows users to control whether apps can track their activity across other companies' apps and websites. The company has previously defended the feature as providing important privacy protections. The ATT framework has been subject to investigations across Europe, including in Germany, where Apple recently agreed to rule changes concerning the use of personal data for targeted advertising. Regulators in France, Italy, and Poland have also examined the ATT framework.