Day Lila

Gaming · Monday, 7 September 2026

01 Briefing what happened

Apple's tracking prompt applies to every app but Apple's own. UK developers want 2 billion pounds.

Gaming 23 sources

A London tribunal has been asked to hear a class action saying Apple applied its 2021 tracking rule to everyone but itself. UK app makers say the gap cost them 2 billion pounds in lost advertising value and dearer players.

2 billion pounds

claimed from Apple on behalf of UK app developers

filed at the UK Competition Appeal Tribunal by ATT Collective Action Limited [1]

2021

the year the tracking prompt arrived, in the iOS 14.5 update

an app has needed permission to read cross-app data ever since [1]

over 200 million pounds

already fined by France and Italy over the same prompt

Germany's regulator settled with Apple in August 2026 [1]

The lead story — what happened

  • Apple faces a claim for 2 billion pounds over how it brought in App Tracking Transparency, the prompt that asks whether an app may follow you into other apps. [1]
  • The claim was filed at the UK Competition Appeal Tribunal, the London court that hears competition cases, by a company set up for it called ATT Collective Action Limited. [1]
  • Apple added the prompt in 2021 in the iOS 14.5 update, and since then an app has needed permission before it can read data tracked across other apps. [1]
  • The claim says other companies' apps must get consent twice, once under data protection law and again through a prompt Apple writes, while Apple applies less restrictive standards to its own advertising. [1]
  • It also says Apple never consulted app developers before making the change. [1]
  • Ann Pope, who was a senior antitrust director at the UK Competition and Markets Authority, directs the company bringing the claim. [1]
  • Luke Streatfeild, a partner at the law firm Hausfeld, is the lead solicitor. [1]
  • Every UK app developer that earned money from adverts inside other companies' iOS apps, or paid to attract users, is represented automatically. [1]
  • Mobile games are where this lands hardest. The analysts Ampere Analysis say the change was especially damaging for older franchises like Angry Birds, which lean on paid advertising to find players. [1]
  • Regulators in France, Italy, Germany, Poland and Romania have all investigated the prompt. [1]
  • France and Italy have already fined Apple more than 200 million pounds between them, and Apple settled with Germany's regulator in August 2026. [1]

Who is involved

  • Apple

    the company that makes the iPhone and runs its app store; it wrote the tracking rule and is the defendant

  • ATT Collective Action Limited

    a company set up to bring the claim for UK app developers; its director Ann Pope was a senior antitrust director at the UK competition regulator

  • Hausfeld

    the law firm running the case; its partner Luke Streatfeild is the lead solicitor

  • The UK Competition Appeal Tribunal

    the specialist London court for competition claims; it decides whether this one goes ahead

  • Rovio

    the Finnish maker of Angry Birds, named by the analysts Ampere Analysis as a franchise the change hurt because it bought its players through adverts

How it unfolded

  1. 2021 Apple adds the tracking prompt in iOS 14.5 [1]
  2. Since France and Italy fine Apple more than 200 million pounds over how it was applied [1]
  3. August 2026 Apple settles with Germany's regulator [1]
  4. This week ATT Collective Action Limited files a 2 billion pound claim in London [1]

Where this points

Watch whether the tribunal lets the claim proceed, because until it does nobody rules on whether Apple's own advertising really worked to a different standard.

What is pushing on the whole day

The bar and the word are our reading of how hard each one is pushing today. The arrow is where it is heading. The evidence is in the stories below.

Regulators circling the prompt High

five European regulators have investigated it and three have acted [1]

The cost of finding a player High

the claim says advertising is worth less and new users cost more since 2021 [1]

Apple's grip on the wording Steady

the permission box every app must show is written by Apple [1]

The rest of the day

18 more stories on this beat.

Each with its own sources. None of these is a link to the story above.

  1. 02

    Phones are barred from the big Pokemon events

    Pokemon Champions is a battle game that runs on Switch, Switch 2 and phones, and every fight is worked out on The Pokemon Company's servers rather than on the device. [2] That is why the phone version and the console version play almost identically. [2] Phones were not allowed at this year's World Championships. Since 1 September some local tournaments accept them, while regional events and above still require Switch hardware. [2] The game's producer, Masaaki Hoshino, gave two reasons: the Switch 2 looks better, and there are too many different phones. [2]

    Why it matters — The tournament handbook already lets organisers hand players hardware for streamed matches, so a sharper picture could be arranged without barring anyone's phone. [2] For a player without a Switch, the gap between playing well and competing seriously is a sentence in a rulebook.

  2. 03

    Sony writes a rule about angry customers

    Sony said in July it will stop making PlayStation 5 discs, ending production in 2028. [3][6] Players have objected at every event since, filling comment sections and flooding the chat at its September showcase with no-disc-no-buy messages and calls for Destiny 3. [4][5] Sony has now published a harassment policy for Japan. It bans threats, abuse and intimidation, and also persistent and repeated demands and requests unrelated to products or services. [3] Breaking it can cost a customer support access, and Sony says it may involve law enforcement. [3]

    Why it matters — Sony decides both what to stop selling and which complaints about that decision count as harassment. [3] The company says its list of banned behaviour is not exhaustive, and has not said how it will judge a persistent complaint. [3]

  3. 04

    Onimusha tops Steam a day after release

    Onimusha: Way of the Sword is Capcom's first main game in the series since 2006, set in a reimagined Edo-period Kyoto. [7] It entered Steam's sales chart at No. 6 on Friday, with about 40,000 people playing on day one against a rival launch in The Blood of Dawnwalker. [7] Twenty-four hours later it was the No. 1 seller on Steam, and SteamDB counted 74,575 players on Saturday. [7] Reviews average 85 on Metacritic, with several critics calling the combat repetitive. [7]

    Why it matters — Capcom is the one large publisher having a good year while Xbox and Sony cut, and this is the clearest number behind that reputation. [7][8]

  4. 05

    A former Capcom worker blames Western process

    Capcom, the Japanese maker of Resident Evil, Street Fighter and Monster Hunter, is the large publisher most often held up as the exception to the industry's bad run. [8] The culture site The Ringer interviewed current and former staff about it. [8] A former employee based in the United States said Western studios put too much into project management: too many hours in Jira, the task-tracking software, and production shaped by software-development habits. [8] At Capcom, the same person said, producers argue with directors about what will land with players. [8]

    Why it matters — Capcom's own recovery followed a bad stretch in the early 2010s when it tried to compete with Call of Duty. [8] The account is one anonymous person's, not a study.

  5. 06

    The Game of the Year race has almost nobody in it

    Polygon's running ranking of Game of the Year contenders still has Resident Evil Requiem first, where it sat in January. [9] The site calls 2026 the weakest field in years. [9] Grand Theft Auto 6 has been the presumed winner since before the year began, and Rockstar has let almost nobody play it. [9] The games expected to fill second place did not: The Blood of Dawnwalker, Onimusha: Way of the Sword and the co-op game Orbitals all landed at mild approval rather than acclaim. [9]

    Why it matters — Publishers are now sprinting to ship before GTA 6 arrives, among them Marvel's Wolverine, Gears of War: E-Day and Fire Emblem: Fortune's Weave, and Polygon rates none of them likely to reach 90 on Metacritic. [9]

  6. 07

    Double Fine names its first game as an independent

    Double Fine, the San Francisco studio founded by Tim Schafer, left Microsoft in July and is independent again. [10][11] It has now revealed Thank You Bus Driver, a driving game where you collect passengers and slap the ones who break the rules. [10] It is the first release from Double Fine Action Labs, a label the studio set up in August for small games it can announce and ship quickly. [10] The studio also put Keeper, its last Xbox game, on PlayStation 5 and cut the price of Kiln. [11]

    Why it matters — Its Kickstarter for a filmed game jam has passed its goal; backers voted on 26 pitches, four of which become prototypes and one a finished game. [11] Founder Tim Schafer says nobody can shut the studio down now except him. [10]

  7. 08

    Krafton backs a sequel its studio could not afford

    Neon Giant is a small studio whose cyberpunk shooter The Ascent has had more than 12 million players since 2021. [12] Its creative director and co-founder, Arcade Berg, told IGN the team wanted to continue the series at the time but could not staff or fund two projects at once. [12] Neon Giant is now owned by Krafton, the South Korean publisher behind PUBG, and Berg says the two have built a franchise plan together. [12] He would not give details. A large update to the first game is due in November 2026. [12]

    Why it matters — What changed is who is paying. Krafton also publishes Neon Giant's next game, No Law, so both projects now sit inside one owner's plan. [12]

  8. 09

    Valve's handheld costs up to 300 dollars more

    The Steam Deck is Valve's handheld PC, out since February 2022 and now sold only in its OLED version. [13] Valve has raised its price by as much as 300 dollars. [13] Engadget puts that down to a memory shortage: AI companies are buying enormous quantities of RAM for data centres, and prices across the tech industry have followed. [13] Console prices have risen this year rather than fallen, the opposite of how game hardware normally ages. [13] The Asus ROG Xbox Ally and Lenovo Legion Go now beat the Deck on frame rates. [13]

    Why it matters — The OLED model brought a better screen and battery in 2023 and no real speed gain, so buyers now pay more for the same performance because a different industry wants the parts. [13]

  9. 10

    A person beat the strongest Go program

    Go is a board game from China, at least 1,400 years older than chess, in which players surround territory with stones. [14] Shin Jin-seo, the world's top-ranked player, won an official three-game series against the KataGo engine on 21 July. [14] The Korea Economic Daily reported it as the first time a human has done that. [14] Shin played with a two-stone handicap, which is standard for matches against top engines, and lost the opening game before winning the series. [14] Ten years ago AlphaGo beat the grandmaster Lee Sedol decisively. [14]

    Why it matters — Shin, who is 26, said he would like to face the machine again on worse terms than these. [14]

  10. 11

    Civilization 7 will reach 2050 in a free update

    Civilization 7 is Firaxis's strategy game, and its last age currently stops in 1950, so nuclear submarines and long-range missiles are missing from it. [15] Firaxis has outlined a free update called Arc of Tomorrow, due in 2027, that carries the game to 2050 and adds those weapons. [15] The studio says it will be bigger in scope than May's Test of Time overhaul, which brought the game its highest Steam player count in more than a year. [15] An expansion called Earthrise was announced alongside it. [15]

    Why it matters — Steam reviews still sit at Mixed, 51% positive, after more than a year of updates, so Firaxis is repairing a launch rather than building on one. [15]

  11. 12

    Rain World gets a boxed edition on Switch 2

    Rain World is a 2017 survival platformer from the small studio Videocult, in which you play a creature called a slugcat, foraging for food and reaching shelter before lethal rain arrives. [16] Its publisher Akupara Games announced a Rain World Anthology Edition at its first showcase, bundling the game with its Downpour and The Watcher expansions. [16] It comes to PlayStation 5, Switch and, for the first time, Switch 2. [16] Serenity Forge is making the physical copies, including a collector's edition with an art book and a soundtrack. [16]

    Why it matters — A nine-year-old game with a small, devoted following is being put back on a shop shelf in the same week Sony is taking its own discs off one. [16][3]

  12. 13

    Farm games start changing after ten years

    Stardew Valley revived the farming game in 2016, and almost every farm game since has been built the same way. [17] You inherit a run-down farm. A village of about a dozen possible friends and partners sits nearby, and the crafting, mining and fishing all feed back into rebuilding the farm and the town. [17] Interest exploded during the pandemic and the copies multiplied without changing form. [17] Polygon argues a new group of farm games is finally breaking that pattern. [17] The old one runs back through Story of Seasons to Harvest Moon 64. [17]

    Why it matters — A formula that keeps a studio's lights on is the hardest thing to walk away from, which is why this genre stood still for a decade. [17]

  13. 14

    Persona 4 Revival recasts a famous role

    Atlus is remaking its role-playing game Persona 4 and is recasting every English-speaking part. [18] At a PAX West panel it showed a trailer for Kanji Tatsumi, one of the game's best-known characters, played previously by Troy Baker and later by Matt Mercer. [18] The new voice is Daman Mills, currently Frieza in Dragon Ball and before that in Borderlands 3 and Final Fantasy VII Remake. [18] Mills has worked with Atlus before, on Persona 3 Reload and Shin Megami Tensei 5. [18]

    Why it matters — Polygon calls Kanji an early example of a game character exploring his own gender identity inside the game, which is why the casting is being watched closely. [18]

  14. 15

    The Resident Evil director calls it an apology tour

    Zach Cregger, who directed the horror films Barbarian and Weapons, is making a Resident Evil film that uses none of the games' characters and retells none of their stories. [19] It is set in the same world and nods at the games' ideas instead. [19] Fans have objected since that was confirmed. [19] Cregger told the site The Playlist that promoting it has felt like an apology tour, and like running for office to stop people calling him a LARPer. [19] He earlier told IGN he had been naive. [19]

    Why it matters — Cregger says he did not appreciate how long fans had been waiting for the story of Leon, one of the games' main characters. [19]

  15. 16

    Game Pass adds Black Ops Cold War

    Microsoft has published the first September batch for Xbox Game Pass, its game subscription. [20] The largest name is Call of Duty: Black Ops Cold War, the 2020 entry made by Raven Software. [20] Speedrunners 2: King of Speed launches straight into the service, and Runescape: Dragonwilds joins on its first day, having already sold more than a million copies in early access. [20] Smaller additions include Shelldiver, Dice a Million, The Royal Writ and Virtua Fighter 5 R.E.V.O. World Stage. [20]

    Why it matters — Day-one launches are the expensive half of a subscription, and Jagex's Dragonwilds arrives having already proved that people will pay for it. [20]

  16. 17

    Medieval Dynasty dates two add-ons

    Medieval Dynasty is a survival and building game set in the Middle Ages, played alone or with friends, and sold on PC, PlayStation 5 and Xbox as well as being in Game Pass. [21] Its makers have dated two paid add-ons. [21] The Hunting Pack arrives on 22 September 2026. [21] A larger one, The Backwood, opens a new area and is not due until 2027; a new trailer showed how it plays. [21]

    Why it matters — The studio is still selling new pieces of the game it already has rather than building a sequel to it. [21]

  17. 18

    EA's hockey game arrives with no new modes

    NHL 27 is EA's annual ice hockey game, made by its Vancouver studio. [22] IGN's review says the hockey itself is still strong and that nothing about it has got worse. [22] It also says there are no new modes at all. [22] Franchise, Build a Pro, World of Chel and HUT are the same list as last year, and the menus are identical to NHL 26's. [22] They are close enough, the review says, that a player could think they had loaded the wrong game. [22]

    Why it matters — An annual sports game sells on its licence and its roster, so there is little pressure to rebuild anything underneath. [22]

  18. 19

    Kingdom Hearts 4 shows a world from Coco

    Kingdom Hearts is Square Enix's series in which Disney characters and settings are stitched into an original story. [23] An extended trailer for Kingdom Hearts 4, shown at D23, Disney's own fan event, gave a first look at the Land of the Dead from Coco. [23] GameSpot notes that Disney's purchases over the years, Marvel and Star Wars among them, have made the list of worlds the series could technically use enormous. [23]

    Why it matters — The series' supply of places to visit grows every time Disney buys a company, without Square Enix doing anything at all. [23]

02 Lesson why it matters

The rule is written by the company it does not apply to

UK developers say Apple's tracking prompt binds every app except Apple's own, and they want 2 billion pounds for what that gap cost them.

The twist

Apple's prompt really does stop apps following you around. The claim says it also stopped Apple's rivals following you, while Apple's own advertising kept looser standards.

How it works

  1. One company owns the place everyone else has to sell in
  2. It also sells something inside that same place
  3. It writes a rule for everyone who sells there
  4. The rule has a real public reason, and a good one
  5. The rule binds the others and not the company that wrote it
  6. The cost turns up as a price everybody else now pays

The same force, elsewhere today

Where this chain is also running, in today's other stories.

  • Phones barred from the big Pokemon events

    The Pokemon Company runs the tournaments and writes the handbook, so which device you may compete on is a line in that document rather than anything the game needs

  • Sony writes a rule about angry customers

    Sony decided to stop making discs, and then wrote the rule that decides which of the complaints about it count as harassment

Where you've seen this

A shopping centre

the owner sets the opening hours and signage rules for every shop inside, and runs one of the shops

Phone networks

a network can let its own video service run without counting against your data and charge every rival service for the same minutes

An electricity grid

the company that owns the wires decides who connects and how quickly, and it also sells power

The catch

None of this makes the rule wrong. Being followed less is what most people wanted, and the claim is about how Apple applied the rule, not about whether the question should be asked.

And the whole of it

Everyone here is doing the obvious thing from where they sit. Apple wrote a privacy rule people had been asking for. The developers who lost their cheapest way of finding players are now in a London tribunal. Most of us tapped Ask App Not to Track without ever hearing about either side of it.

03 Truth what's really going on

What is really going on

Apple wrote the rule that decides how an app may follow a person around a phone, and UK app makers say Apple did not hold itself to it. A London tribunal has been asked to decide whether that gap is worth 2 billion pounds. On the same day The Pokemon Company defended barring phones from its biggest tournaments with reasons its own handbook already answers.

Why it works on us — A rule announced as protection for you gets read once and put away, so the part saying who it does not cover is the part nobody reads.

Who gains

  • Apple as a seller of adverts — Every other company's app must ask permission before tracking a user across apps, while Apple applies less restrictive standards to its own advertising, according to the claim. [1]
  • Hausfeld and the backers of ATT Collective Action Limited — Every UK developer that bought users or sold adverts is represented automatically, so the claim covers a whole sector without signing anyone up. [1]
  • Nintendo — Anyone who wants to compete above local level in Pokemon Champions must own a Switch, because the tournament rules require the hardware and not the game. [2]
  • Capcom — Onimusha: Way of the Sword reached No. 1 on Steam a day after release, twenty years after the last main game in the series. [7]
  • Krafton — Its studio Neon Giant will turn The Ascent, a game with more than 12 million players, into a franchise on Krafton's money and alongside Krafton's other project. [12]
  • Jagex — Runescape: Dragonwilds enters Game Pass on day one having already sold more than a million copies in early access. [20]

Who pays

  • Mobile game makers that buy their players — After the prompt arrived in 2021 advertising was worth less and a new player cost more; the analysts Ampere Analysis name Angry Birds as a case. [1]
  • Pokemon players without a console — They can play and win locally on a phone, and cannot enter a regional event without buying Switch hardware. [2]
  • PlayStation owners who complain about discs — Sony's new policy lists persistent and repeated demands among behaviour that can cost a customer support access, and says it may involve law enforcement. [3]
  • Anyone buying a Steam Deck — Valve raised the price by as much as 300 dollars while the machine's performance stayed where it was in 2023, because AI data centres are buying the memory. [13]
  • Studios shipping in the next three months — Publishers are racing to release before GTA 6, and Polygon's ranking says none of them looks strong enough to change the Game of the Year race. [9]

What nobody knows yet

Open questions from across today’s stories — ours included.

  • 01

    How much UK developers actually lost.

    The 2 billion pound figure is the claimants' own. No court has tested it, and Apple has not published a counter-figure. [1]

  • 02

    Whether Apple's advertising really works to looser standards.

    That is the central allegation in the claim rather than a finding. Five European regulators have investigated the prompt and only three have concluded anything. [1]

  • 03

    Why phones are barred above local Pokemon tournaments.

    The producer gave graphics and the number of phone models. The tournament handbook already allows organisers to supply hardware for streamed matches, which would answer both. [2]

  • 04

    How Sony will decide what a persistent demand is.

    Sony says its list of banned behaviour is not exhaustive and has published no threshold, while the protest it follows is about Sony's own decision to end discs. [3]

  • 05

    What The Ascent 2 actually is.

    Neon Giant confirmed a franchise plan with Krafton and said it cannot give details yet. [12]

  • 06

    What Capcom does differently from the studios that are cutting.

    The account comes from one anonymous former employee speaking to The Ringer. Capcom has published nothing comparing its own budgets or schedules with anyone else's. [8]

  • 07

    When Civilization 7's Arc of Tomorrow update arrives.

    Firaxis has said 2027 and has not given a month, a year after an overhaul that left Steam reviews at 51% positive. [15]

  • 08

    How long the memory shortage keeps game hardware expensive.

    Valve has raised Steam Deck prices by up to 300 dollars and nobody has said when data-centre demand for RAM eases. [13]

04 Hope carry this

Shin Jin-seo, who is 26 and the world's top-ranked Go player, won a three-game series against the KataGo engine on 21 July, the first time a person has done that. He has asked to play the machine again on worse terms.

Also true today

  • Double Fine left Microsoft in July and its Kickstarter for a filmed game jam has passed its funding goal. Backers voted on 26 pitches; four will be built as prototypes and one will be finished and sold.
  • Onimusha: Way of the Sword was the No. 1 seller on Steam a day after release, with 74,575 people playing it on Saturday. The last main game in the series came out in 2006.

Across the beats