Overview
- The collective claim was filed at the Competition Appeal Tribunal on Sept. 3, 2026, by ATT Collective Action Limited and led by former CMA official Ann Pope seeking about £2 billion in damages.
- Plaintiffs allege Apple’s App Tracking Transparency prompt was shown to third‑party apps but not to Apple’s own services in the same way, which they say made targeted advertising harder for outside developers.
- Hausfeld represents the claimants and says UK developers who earn ad revenue or buy user acquisition in third‑party iOS apps are automatically included unless they opt out.
- Apple has previously said ATT gives users control over tracking and did not immediately comment on the new claim, which follows fines and probes in France, Italy and recent binding changes required by Germany.
- If the case moves forward it could take years to reach a final ruling and may be shaped by parallel EU enforcement, with potential consequences for how consent prompts and ad tracking are regulated across platforms.