Overview
- The claim was filed at the Competition Appeal Tribunal on Thursday, Sept. 3, 2026, by ATT Collective Action Limited and asks for £2 billion in damages on behalf of UK app developers.
- Former CMA senior director Ann Pope leads the action and law firm Hausfeld represents claimants who are included automatically unless they opt out.
- The complaint says Apple required third‑party apps to show a restrictive ATT consent prompt while exempting or treating its own services differently, a practice claimants say advantaged Apple’s growing ad business.
- The filing cites Apple’s ad revenue rise from about $1.5 billion to roughly $7.4 billion between 2020 and 2025 as part of the evidence of competitive harm, and alleges lost ad revenue and higher user‑acquisition costs for developers.
- Apple says ATT was built to protect user privacy and disputes the allegations; the claim must first be certified by the tribunal and is likely to face a lengthy legal timetable against a backdrop of recent EU fines and a German settlement that required prompt redesigns.