Apple faces £2bn lawsuit over implementation of App Tracking Transparency framework

GamesIndustry.biz reports that Apple is facing a £2 billion class action in the UK over how it implemented App Tracking Transparency, the privacy framework introduced with iOS 14.5 in 2021. The claim has been filed with the UK Competition Appeal Tribunal by ATT Collective Action Limited.

The core allegation is that Apple used its gatekeeper position to impose ATT unevenly: third-party apps must secure user consent through Apple’s prompt before accessing cross-app tracking data, while Apple’s own advertising and data collection are said to operate under less restrictive standards. The claim also says developers were not properly consulted before the change landed.

For game teams, the practical issue is familiar: ATT changed the economics of mobile UA almost overnight. Mature franchises that depend on paid advertising were hit hardest, with lower ad effectiveness and higher costs to acquire players. The claim argues those losses were significant across the UK app sector, and it seeks compensation for affected businesses.

The case arrives after years of regulatory scrutiny in Europe, including investigations in France, Italy, Germany, Poland, and Romania. France and Italy have already issued fines exceeding £200 million, and Apple reached a settlement with Germany’s regulator in August 2026, underscoring that ATT remains a live legal and business issue for mobile developers.