Apple modifies EU tracking prompts following antitrust pressure
Apple will allow developers to use a redesigned, less intrusive tracking consent screen in five EU countries after a German antitrust investigation.
Apple has agreed to alter its App Tracking Transparency (ATT) requirements for developers in five European Union countries, following a multi-year antitrust investigation by Germany's federal competition regulator. The changes allow developers to implement an alternative consent screen that is less intrusive than the original pop-up.
The modified requirements include displaying the consent request as a full-page screen rather than a pop-up, removing the word "track" from the prompt's language, and offering simpler "Allow" / "Reject" options. Developers can also provide a link explaining their data collection practices and may re-prompt users once annually.
These adjustments will apply to apps distributed in Germany, France, Italy, Poland, and Romania. The settlement addresses concerns that Apple's ATT framework favored its own apps, which can access user data without similar consent prompts, unlike third-party developers.
The changes have significant implications for app revenue, as user declines in tracking reduce advertising income for many businesses. Germany's Federal Cartel Office initiated its investigation in June 2022, culminating in legally binding commitments from Apple in August 2026, which include seven years of independent monitoring.
This agreement also resolves similar regulatory actions in France and Italy and reflects a broader effort to ensure fairer competition in the digital market by addressing potential anti-competitive practices by major technology firms.