The MacVoices Live! examines Apple’s transition from Tim Cook to John Ternus, weighing Cook’s legacy, Apple’s dramatic financial growth, Vision Pro, and criticism of his tenure. They consider what Ternus’ engineering background could mean for hardware and software, while discussing Phil Schiller, Eddie Cue, other executive changes, succession planning, and the importance of preserving institutional […]
App Tracking Transparency is at the center of a new UK lawsuit seeking approximately $2.7 billion (£2 billion), putting one of the most recognizable iPhone privacy features under fresh legal pressure. The claim follows earlier challenges to the tracking system in France, but this action seeks compensation for developers who say Apple imposed unfair restrictions on their businesses while favoring its own advertising services.
Filed on September 3 at London’s Competition Appeal Tribunal, the case represents another dispute over the rules behind the familiar permission prompt. Apple rejects the allegations and maintains that it follows the same App Tracking Transparency requirements as other developers.
The amount being sought is not a fine or an awarded payment. It is the claimants’ estimate of losses, which Apple disputes.
What the App Tracking Transparency Lawsuit Alleges
The action was brought by ATT Collective Action Limited, whose director, Ann Pope, previously led antitrust enforcement at the UK Competition and Markets Authority. Law firm Hausfeld is representing the proposed class.
According to Hausfeld’s announcement of the claim, developers argue that Apple introduced the framework unfairly, without adequate consultation, and applied more burdensome requirements to outside businesses than to its own services.
The complaint focuses partly on consent. It alleges that third-party developers must obtain permission under data-protection law and then secure an additional approval through the iOS tracking prompt. Apple’s advertising services, the claimants argue, operate under a less demanding process.
Developers also contend that the introduction left them insufficient time to adapt business models dependent on advertising.
These are allegations about how the system was designed and introduced—not established findings in this UK case. The claimants’ stated position is that privacy protections should remain compatible with fair treatment of businesses.
Image Credit: AppleMagazine
What the Tracking Prompt Actually Protects
For someone using an iPhone, App Tracking Transparency offers a direct choice about a practice that previously could be difficult to see.
An app may want to connect information about your activity with information gathered through other companies’ apps or websites. That connection can help advertisers build a profile, target advertisements, or measure whether an advertising campaign led to a purchase.
Under Apple’s explanation of the tracking rules, apps must request permission before carrying out the tracking covered by the framework. Choosing “Ask App Not to Track” blocks access to the system advertising identifier and prohibits using other identifying information to perform that tracking instead.
The feature arrived with iOS 14.5 in 2021. It does not remove advertisements, make an app anonymous, or serve as a universal switch for every kind of data collection.
That boundary matters. A retailer remembering purchases made within its own service is not automatically doing the same thing as an advertising company linking activity across unrelated businesses.
The disagreement concerns whether those distinctions, and the consent processes built around them, give Apple an unfair commercial advantage.
Apple Says the Same Rules Apply to Everyone
Apple has responded directly to the lawsuit, defending the feature as a way to give people control over tracking across other companies’ services.
In a statement reported by AFP, a spokesperson said: “Apple is bound by the exact same requirements as all developers under ATT.”
The company also pointed to support for the feature from customers and privacy advocates.
That response challenges the foundation of the developers’ case. Apple presents App Tracking Transparency as a rule based on the type of data activity involved. The claimants argue that its practical operation places competing advertising businesses at a disadvantage.
Resolving that disagreement requires more than comparing the appearance of two permission screens. The underlying data uses, consent requirements, and commercial effects all matter.
Why Free Apps Are Part of the Dispute
Advertising can support both sides of an app business. A developer may sell advertising space inside a free app while also buying advertisements elsewhere to attract new users.
A change to tracking can therefore affect how much an app earns and how confidently its developer can measure spending on promotion.
Consider a small game studio. It needs to know whether an advertising campaign brings in players who keep using the game. If measurement becomes less precise, deciding where to spend the next marketing dollar becomes harder. Separately, advertisers may value the game’s available ad space differently when less information is available for targeting.
That explains the commercial concern without proving the legal claim. Losing revenue after a privacy change does not, by itself, establish that the change was unlawful.
There is also a consumer interest that cannot be reduced to advertising performance. Someone choosing not to be tracked is expressing a preference about personal information, not making a promise to preserve a developer’s previous income.
The difficult question is whether that preference can be protected through a system that treats competing businesses fairly.
France Has Already Examined the Consent Process
The UK action arrives after a separate French competition investigation found problems with the implementation of App Tracking Transparency.
In its March 2025 decision, France’s Autorité de la concurrence distinguished between the legitimate objective of protecting privacy and the way Apple pursued it.
The authority criticized multiple consent requests and differences in treatment between Apple and outside publishers. It also highlighted the position of smaller businesses that lack the extensive first-party data available to large platforms.
Importantly, the French authority did not argue that people should lose the ability to refuse tracking. It said adjustments to the framework could address competition concerns while retaining privacy protections.
That distinction leaves room for changes to wording, consent flows, or implementation without automatically requiring the removal of the feature. The French decision, however, does not determine liability or compensation in the separate UK proceedings.
The Claim Is for Developers, Not iPhone Owners
The official claim website describes a proposed action for UK-based app developers affected since April 2021. It estimates losses across the group rather than offering a fixed payment to everyone who owns an iPhone.
The proposed scope includes developers earning advertising revenue from third-party iOS apps and developers spending money to attract users to those apps. Whether compensation becomes available depends on the proceedings and their outcome.
For U.S. readers, the filing does not announce a change to domestic iPhone settings or create a consumer refund program. There is no reason to grant an app tracking permission simply because its developer objects to the framework.
Businesses following the case should also distinguish registering interest from receiving compensation. The claim website currently invites affected organizations to provide their details; it is not distributing a settlement.
Adam Engst explains why AI software development should be approached as an evolution, starting with safe, verifiable data analysis, advancing to simple scripts, and eventually building applications. He distinguishes programming from development, arguing that non-programmers can act as product managers who direct AI, demand security checks, define requirements, and create software tailored to problems existing apps do not solve. (3)
Jeff Johnson has a knack for finding spam on the App Store. Yesterday it was review spam, and today it’s app submission spam. In a post where he called out an individual for releasing 41 apps, and presumably contributing to slow app review times, Johnson proposed a solution:
…bring back Apple Developer Program tiers and review app updates post-release for proven developers. Why should Marco Arment go into the same App Store review queue as AI slop? Does that make any sense for developers, for Apple users, or for Apple? Is there no way for developers to earn Apple’s trust, no matter how long they’ve been in the App Store, no matter how famous or beloved? Should professional software developers whose livelihood depends on the App Store go into the same review queue as hobbyists? Speaking for myself, I would be willing to pay a much higher developer program fee for improved service, including a separate review queue. I suspect that a much higher developer program fee might also deter scams and AI slop, typically looking for a fast, easy buck.
I’ve heard versions of this argument since before the App Store first opened its doors, and it’s never sat well with me. Maybe that’s because when I first heard someone argue that established developers or the ones who could afford it should get preferential treatment, I was an unknown hobbyist learning Objective-C and trying to build an app myself. It struck me as gatekeeping then, and it still does today.
There’s no doubt that there is spam on the App Store, but the way to remove it is to target the spammers, not new developers, students, and hobbyists looking to build their ideas. I know that being an indie developer isn’t an easy way to make a living, but erecting barriers to submitting apps is the surest way to starve Apple platforms of fresh, innovative ideas. That hurts everyone from users who would have fewer choices to the established developers who would find themselves writing apps for a stagnant platform.
Apple’s plans for advertising in Apple Maps spark a lively discussion about whether limiting certain categories of ads creates a better user experience or puts Apple at a disadvantage against Google Maps. The MacVoices Live! panel examines the balance between relevance, discoverability, and business incentives before shifting to Apple’s expanding Sports app and the company’s […]
In a conversation at Macstock 2026, Adam Christianson reflects on retiring the MacCast, joining Mac Geek Gab, and starting the Debut Film Podcast with his daughter. He also explains how his views on AI have evolved, how ChatGPT and Claude support his programming work, why human oversight remains essential, and what AI may mean for […]
The MacVoices Live! panel discusses Apple’s updated App Store review guidelines, the challenge of filtering low-quality or AI-generated apps, and whether trusted developers should receive faster review. Chuck Joiner, David Ginsburg, Jim Rea, Marty Jencius, Web Bixby, Jeff Gamet, and Eric Bolden also debate Apple’s Passwords app gaining automatic password-changing abilities, weighing convenience against account-lockout risk. They also provide reactions to Snap’s new Specs and the uncertain future of smart glasses.
The MacVoices Live! panel reviews WWDC week from both developer and user perspectives, including on-site activities, and the Flip the Script event. Chuck Joiner, David Ginsburg, Jim Rea, Marty Jencius, Web Bixby, Jeff Gamet, and Eric Bolden react to Apple’s keynote versus the State of the Union, AI and Siri expectations, Vision Pro’s apparent future, developer access to Apple Intelligence, and private cloud compute limits.
Mike Schmitz previews his Road to Macstock session on starting a YouTube channel in 90 minutes, emphasizing creativity, repetition, audience connection, and practical tools over perfection. Mike discusses handling harsh comments, finding personal value in publishing, and using AI thoughtfully as a creative partner. His goal is to help get anyone on YouTube that wants to be there.
Only a few hours after Apple’s WWDC keynote, members of the MacPaw leadership team sat down for a conversation about Apple Intelligence, and Siri’s renewed promise. Topics touched on included privacy, developer access to user context, hybrid AI processing, Setapp’s role, and how AI is reshaping app creation, customer support, and software strategy. Participants included Oleksandr Kosovan, Founder and CEO?, Sergii Kryvoblotskyi, Director of AI and Research, Dmytro Melnyk, Chief Product Officer and Grant Belaire, Chief Marketing Officer.
A video tour of the AGI House in San Francisco as MacPaw’s Flip the Script event at WWDC 2026 highlights the venue’s AI-focused mission and MacPaw’s emphasis on connecting with developers around its AI initiatives.
At Flip The Script in San Francisco at WWDC, Vladyslav Hamolia, AI Staff Engineer for MacPaw.discusses the company’s push to become AI-first by rethinking existing products, building internal tools, and supporting third-party vendors. He profiles Eney, the MacPaw AI assistant (available in Setapp) designed to perform tasks, optimize workflows, and improve daily routines. It addresses security while balancing local-first privacy goals with hybrid cloud models.
At Flip The Script, Grant Belaire, Chief Marketing Officer for MacPaw, discusses how the company approaches AI, app discovery, and developer support through their trusted products like CleanMyMac, Setapp, Moonlock, and Clear. He explains why AI should be useful rather than forced, how Setapp balances customers and developers, and why long-term commitment matters in building successful app marketplaces.
At the Flip the Script event during WWDC 2026, Arina Shapran, Head of of Social Media and Community for MacPaw, talks about the role of social platforms in modern marketing, intentional online engagement, and building meaningful communities. Arina’s perspective highlights their efforts for developers, vendors, and partnerships behind Setapp, while considering how AI and vibe coding are changing product creation.
At MacPaw’s Flip the Script event following Apple’s WWDC 2026 keynote, MacPaw executives discuss Apple Intelligence, Siri AI, privacy, local-first AI, developer access to user context, and the company’s shift toward AI platforms. The conversation also explores hybrid AI models, European limitations, parental controls, Google’s role, Setapp opportunities, and MacPaw’s credibility with users and developers. […]
The May 2026 MacVoices Update highlights the ongoing Road to Macstock series, continued release of NAB interviews, and longer panel discussions leading into WWDC. Chuck previews MacPaw’s “Flip the Script” developer event and keynote watch party in San Francisco where he will be moderating, and invites developers to connect with him for interviews. The Update wraps with a recommendation on the how-to coverage in MacVoices Magazine, asks for audience feedback, thanks sponsors, and recognizes Patreon supporters.
The MacVoices Live! panel examines backlash around Apple rumor reporting, especially Vision Pro speculation and the impact of click-driven headlines on developers and readers. Chuck Joiner, David Ginsburg, Marty Jencius, Eric Bolden, Brian Flanigan-Arthurs, Jeff Gamet and Mark Fuccio then turn to Bartender’s return after past trust concerns, alternatives for menu bar management, and whether […]
MacPaw's Maria Polishchuk, Head of Business Development and and Product Manager Pavlo Haidamak, discuss Setapp's new expansion beyond its traditional subscription model. They explain new individual app purchases, developer subscription options, AI Gateway integration, app review standards, and support for indie and vibe-coded apps. The discussion covers developer challenges such as discovery, monetization, security, and how Setapp aims to help with those factors as well as giving customers more software choices.
The MacVoices Live! panel examine Apple’s quarterly earnings, the continuing importance of Services revenue, and what John Ternus’ presence on Apple’s earnings call may indicate about Apple’s future leadership transition. Chuck Joiner, David Ginsburg, Eric Bolden, Brian Flanigan-Arthurs, Marty Jencius, and Jeff Gamet discuss the Apple Vision Pro and the newest wave of “Vision Pro is doomed” commentary. They argue that Vision Pro should be viewed as an early-stage platform product that still needs more time, more content, more developer support, and a larger installed base before its long-term value can be fairly judged.
The App Store is evolving at a breakneck pace not seen since its earliest days. We saw the first glimmers of what was to come early in 2025, but it wasn’t until late last year that the tsunami of apps developed with the help of AI agents really took hold.
How these forces play out long-term is anyone’s guess, but it’s worth examining because, just as Federico’s link to Bryan Irace’s post about agentic coding tools foreshadowed the rise of tools like Codex and Claude Code, today’s trends are sparks that have the potential to become tomorrow’s App Store wildfires or simply fizzle out.
Utility apps are on the front lines of this change. The TechCrunch story I linked in April picked up on this trend:
Another interesting tidbit from Appfigures is that the Utilities app category moved up the top five chart.
If anything, the trend has accelerated in the months since.
It’s not surprising at all that utility apps have taken off. They’ve been a staple of new developers since long before agents came along. That’s because many are UI wrappers around command line tools. That isn’t a knock against the developers of those apps; most users don’t want to open Terminal to convert a video or audio file to another format using ffmpeg, for example. By building a great UI around command line tools, developers have made them far easier to use.
However, the relative simplicity and narrow scope of many utility apps have made them a natural fit for AI agents, too. That’s why the App Store (and my inbox) is deluged with Mac menu bar and single-screen iPhone and iPad utility apps.
On the one hand, the abundance of utilities has been great for users. More choice means you’re more likely to find the app that perfectly fits your needs.
On the other hand, though, I don’t think what’s happening in the category is sustainable and expect to see it dramatically shift again in the coming months. As we’ve seen from reporting by The New York Times, app supply is outstripping demand by orders of magnitude, which will drive down prices. That alone is likely to cause the utility app market to shrink. But there’s more to it than that.
Remember, the demand shifts that The New York Times reported, based on Sensor Tower numbers, are for the entire App Store, where download numbers have grown 2-3% this year and last. I expect utility downloads to actually shrink in the coming months – again, because of agents. Utilities, especially simple ones, are exactly the sorts of apps that are becoming trivially easy for power users – the very users these utilities are made for – to create themselves. From frontier labs‘ model improvements to a growing number of app-building tools from those same labs and third parties, it’s never been easier to build a web or native app yourself.
And although I agree with people, like Nilay Patel, who say the notion that everyone will build their own software is overblown, the utility market is different. Your average person is not downloading apps to adjust the frame rate and file format of a video or downloading YouTube videos to watch later. But those are exactly the sort of things that people who are using agents are doing with them, whether they’re having an agent do those things directly via a command line tool in an app like Codex or Claude Code or building an app to do the same thing. That’s going to put even more pressure on the category.
That said, I think there will always be a cohort of users who would rather pay for an app than build it themselves, so I’m not predicting the demise of utilities in general – just the end of today’s frothy market. I also think there remains a place for simple utilities that solve hard problems with clever solutions. Not every utility is a UI wrapper for a terminal command. Plenty of apps feature original solutions or thoughtful and unconventional remixes of disparate tools.
Utilities aren’t going away, but just like other App Store deluges, the trend will recede. It’s just that this time, it’s likely to flip faster than usual.
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