Apple is facing a £2 billion, or about $2.7 billion, lawsuit in the United Kingdom over allegations that its App Tracking Transparency system unfairly restricts other businesses while giving Apple’s own services an advantage.

The feature, introduced in 2021, requires users to give permission before third-party apps can track their activity across other companies’ apps and websites. 

Apple says the system was introduced to give users greater control over their privacy.

However, the lawsuit alleges that Apple applies stricter rules to third-party businesses than to its own advertising services.

Lawyers representing the claim say this has caused significant harm to app developers and other companies that depend on digital advertising.

The case adds to Apple’s wider regulatory challenges in Europe. 

Competition authorities in countries including Germany, France, Italy and Poland have also examined concerns surrounding the company’s app-tracking rules and use of personal data.

Apple had not immediately commented on the new British lawsuit when Reuters reported the development. 

The case will be closely watched because its outcome could affect Apple’s advertising business and the rules governing businesses that operate on its platforms. 

Source: Reuters