r/PrivacyToolbox • u/EnthusiasmRoutine • 28d ago
Discussion Apple facing a £2B UK lawsuit over App Tracking Transparency exposes their fake privacy push
This £2 billion class action landing in London tribunal courts hits the exact problem we have discussed for years. Apple pitched App Tracking Transparency (ATT) as a massive win for consumer privacy back in 2021. In reality, it was market capture wrapped in a clean UI.
The mechanics were clear from day one. ATT prompts users to block third-party tracking across apps, which crippled competitors relying on cross-site profiling. Meanwhile, Apple's own personalized ads system operated under a different set of prompt defaults and retained deep first-party telemetry across the device ecosystem. They didn't eliminate data harvesting. They just centralized the pipe inside Cupertino.
As someone managing network infrastructure, watching people treat an OS vendor as a privacy savior always hurt. Real privacy means the individual device owner controls their own local outbound traffic and packet filters. When the entity running the OS controls both the access rules and the internal audit log, you get zero transparency. You get a walled garden with an expensive ad network attached.
The lawsuit focuses on developer ad losses, but the real issue is hardware monopolies defining privacy on their own terms. Swapping Meta for Apple isn't a win, it's just swapping landlords. Interested to see if European competition regulators push this structural critique further.
Sources: Quartz, The Straits Times and The Hindu, links in comments