The group, led by campaigner Max Schrems, filed complaints with data protection watchdogs in Germany and Spain alleging that the tracking tool illegally enabled the $2 trillion US tech giant to store users' data without their consent.
Noyb in May also took aim at Google in a complaint, accusing the USA tech giant of tracking users of Android phones through a unique ID that allowed the firm and third parties to monitor people's behavior.
Rossetti said the group's aim was not to see Apple fined but instead to ban the IDFA tracker for iPhone users across Europe. At the same time, the initial storage of the IDFA and Apple's use of it will continue without prior user consent.
Noyb was started by privacy activist Max Schrems, who in July won a landmark case against Facebook. The specific complaints have not been published, and neither Apple nor the two authorities have commented.
The complaints come as Apple is preparing to roll out new IDFA opt-in rules, which were initially scheduled to take effect with release of iOS 14 this fall, but were ultimately delayed until 2021.
Today, the activist is launching legal broadsides against Apple, saying that the iPhone maker's use of IDFA, IDentifier For Advertisers, is unlawful. The crux of Schems' case is that, under European Union law, individuals must consent to this tracking, but IDFA is activated by default inside iOS. It allows the company - as well as third parties - to track the online behavior of mobile phone users. The privacy group said it is now reviewing a similar system used by Google. It emphasised that data exporters had to consider risks such as intelligence services' access to data objectively - whether they could examine information, rather than whether they were likely to. "We at Apple believe that privacy is a fundamental human right", he said in a speech in Brussels in 2018. "Smartphones are the most intimate device for most people and they must be tracker-free by default".
Schrems has a proven track record of launching privacy cases against Big Tech companies.
In its case against Apple, Noyb deliberately filed its complaints with specific countries' authorities, rather than go via the European Union, because the law it believes Apple is breaching pre-dates Europe's overarching GDPR laws. In July, the EU's top court ruled in his favor over a case he brought against Facebook in 2011, arguing the way USA companies ship European user data back to America was unlawful because of concerns over United States government surveillance.
The complaints weren't based on Europe's most notable privacy law, GDPR. "In other words, we are trying to avoid endless procedures like the ones we are facing in Ireland", he said.