Apple is being sued in London for £2bn over App Tracking Transparency, the pop-up that lets iPhone users block ad tracking.
The claim was filed at the Competition Appeal Tribunal on behalf of UK app developers. It argues that ATT, the prompt that reshaped mobile advertising, polices everyone except Apple. Reuters puts the case's value at $2.7bn. It's brought by Ann Pope, a former official at the Competition and Markets Authority.
The £2bn figure matters less than the argument underneath it: if a tribunal agrees ATT was built to hobble competitors' tracking while leaving Apple's own ad measurement alone, that turns a feature Apple marketed as a privacy win into a competition problem. Bringing it through the UK's collective-claim process means a single ruling could apply across the whole population of affected developers, not just one plaintiff - and it puts a former regulator's credibility behind the claim that Apple wrote the privacy rules to exempt itself.
It's a neat reversal: the pop-up Apple pitched as a shield for user privacy is now the plaintiffs' exhibit for how selectively that shield gets held up.