Apple Agrees to Revise App Tracking Consent Rules Following German Antitrust Investigation

Apple has agreed to overhaul the way apps request permission to use personal data for targeted advertising on iPhones and iPads, following the conclusion of a multi-year antitrust investigation by Germany’s competition regulator. The Federal Cartel Office determined that Apple’s App Tracking Transparency (ATT) framework granted the company’s own applications more favorable consent treatment than those offered by third-party developers, raising potential competition concerns.

Changes to Consent Prompts

Under commitments accepted by the regulator, Apple will redesign the consent prompts shown to users of third-party apps. The revised prompts are intended to be more neutral by removing language and symbols that could discourage users from granting permission. Apple will have four months to implement the changes once the regulator’s decision is formally served. The commitments will remain in effect for seven years and will be monitored by an independent trustee.

Additional Flexibility for Developers

Third-party app developers will also gain greater flexibility to combine Apple’s required tracking consent request with their own data-protection consent prompts. Apple stated that the changes would apply in nearly all European Union countries and that it had already adjusted the wording and design of its consent prompts at the request of the German authority.

Background on App Tracking Transparency

Apple introduced ATT to require apps to obtain users’ permission before tracking their activity across other companies’ apps and websites for advertising purposes. Third-party developers, including Facebook owner Meta Platforms, rely on access to user data to help deliver targeted advertising, which can generate more revenue than broader advertising campaigns. The German regulator said Apple’s framework potentially placed third-party developers at a disadvantage by applying different consent conditions to Apple’s own services.

Regulatory Actions Elsewhere in Europe

Apple has faced regulatory action over ATT in other European countries. France fined the company €150 million, while Italy imposed a €98.6 million fine over the framework.

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