Apple faces Ksh.349 billion lawsuit in UK over app privacy feature

Apple faces a £2 billion lawsuit from UK app developers who allege the tech giant provided its own advertising services an unfair advantage by imposing stricter privacy rules on third-party apps. The claim, filed with the Competition Appeal Tribunal in the UK, centers on Apple's App Tracking Transparency (ATT) system introduced in 2021.

This system requires apps to seek user consent before tracking activity across other apps and websites, with apps losing access to user data if they decline. The accusers argue that the ATT system was unfairly designed and implemented without proper consultation, imposing stricter requirements on third-party apps than Apple's own services.

They claim this has left UK app developers unable to adapt their business models, leading to significant losses. Authorities in several European countries have opened similar probes into ATT. Apple has faced fines in France and Italy in similar cases. An Apple spokesperson stated that the ATT feature was created to give users control over app tracking and that the company is bound by the same requirements as other developers under the system. Apple disputes the allegations made in the claim.