Apple will let EU apps use less-alarming tracking-consent screens
Apple is modifying its App Tracking Transparency rules for apps in Germany, France, Italy, Poland, and Romania following a multi-year antitrust probe.
Stock photo for illustration only, not from the actual event
- Apple agreed to modify ATT consent requirements following a multi-year antitrust probe.
- Changes apply exclusively to apps distributed in Germany, France, Italy, Poland, and Romania.
- Developers will be allowed to re-prompt EU users for tracking consent one year after their previous choice.
Apple has agreed to modify the requirements for apps on its platforms that ask for user consent to track activity across other applications and websites. This decision comes as a direct result of a multi-year antitrust investigation conducted by Germany’s federal competition regulator alongside other regulatory bodies.
Regulators previously pointed out that the App Tracking Transparency (ATT) system favored Apple over third-party applications. This advantage existed because Apple permitted its own proprietary apps to utilize consumer data from its ecosystem without ever requiring a consent screen prompt.
The introduction of Apple's App Tracking Transparency framework historically sent shockwaves through the digital advertising and social media industries, significantly impacting ad-driven revenue models. Regulatory scrutiny in the European Union highlights ongoing efforts by authorities to curb the market dominance of major technology gatekeepers and enforce a level playing field for third-party developers.
The iPhone maker explained that due to specific legal requirements, the alternative version of the system prompt will only be made available to apps distributed within Germany, France, Italy, Poland, and Romania. Users typically opt out of tracking when presented with these consent prompts, which heavily penalizes ad-supported businesses like Meta while simultaneously boosting Apple's own advertising ventures.
Furthermore, the company announced that it will now permit app developers distributing applications within the European Union to re-prompt their EU users one year after those users made their previous choice regarding the ATT consent screen.
Source: TechCrunch
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