● Covered by 3 sources · 3 reportsMedium impact1 negative2 neutral
Apple to Revise App Tracking Transparency Rules in EU Following German Antitrust Scrutiny
Key points
- Apple will change ATT rules in the EU.
- German antitrust regulator found Apple's ATT favored its own apps.
- Third-party app consent prompts must become neutral.
- Developers can combine their prompts with Apple's.
- Changes aim for fair competition and user consent.
Overview of the Changes
Apple has agreed to modify its App Tracking Transparency (ATT) framework within the European Union. This decision follows an investigation by the German Bundeskartellamt, which concluded that Apple's previous implementation of ATT provided an unfair advantage to its own applications over third-party offerings.
The revised rules will mandate that consent prompts for third-party app tracking are presented neutrally. Additionally, developers will be permitted to integrate their own data protection prompts with Apple's, addressing concerns regarding equitable competition and user privacy consent.
Background on App Tracking Transparency
App Tracking Transparency was introduced by Apple to give iPhone users more control over how their data is collected and utilized by developers. However, the German antitrust authority identified that Apple's own apps were not subject to the same permission prompts as third-party applications.
The Bundeskartellamt's preliminary assessment indicated that the design of Apple's ATT prompt tended to steer users towards refusing consent for third-party apps, while its own personalized ads prompt encouraged consent.
Regulatory Scrutiny and Commitments
The German Bundeskartellamt objected to the differing consent request designs for Apple's own services and third-party apps. Although Apple maintains its ATT rules comply with competition law, the company offered commitments that the Bundeskartellamt has now declared binding, concluding the proceeding.
This regulatory action is part of broader scrutiny Apple faces, particularly as a designated "gatekeeper" under the EU's Digital Markets Act (DMA) rules, which aims to ensure a level playing field for all app providers.
Impact on Developers and Users
The changes are intended to create a more level playing field for app providers in Germany and across the EU. For users, the updated prompts should provide a more neutral and transparent experience when deciding whether to grant consent for data tracking.
The previous design of ATT prompts reportedly led to significant revenue losses for social media apps when they were first launched with iOS 14.5, as cross-app tracking became largely opt-in. The new adjustments aim to mitigate such disparities.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
Germany's Federal Cartel Office (Bundeskartellamt) has ordered Apple to change the design and wording of its App Tracking Transparency consent prompts, stating they favor Apple's own apps over third-party applications. This ruling requires Apple to update the prompts within four months to ensure a neutral presentation, impacting how users grant data collection consent on iPhones and iPads.
Apple has agreed to change its App Tracking Transparency Framework (ATTF) rules for personalized advertising on iPhones and iPads following objections from the German Bundeskartellamt. The German antitrust authority found that Apple's previous implementation treated its own apps more favorably than third-party apps regarding user consent for data use. This change aims to create a more level playing field for app providers in Germany.
Apple has agreed to change its App Tracking Transparency (ATT) rules in the European Union after a German antitrust regulator found its implementation favored Apple's own apps. The changes will require Apple to make third-party app tracking consent prompts neutral and allow developers to combine their own data protection prompts with Apple's, addressing concerns about fair competition and user consent.