Apple is set to revise the way third-party apps request permission to use personal data for targeted advertising on iPhones and iPads, following a decision by Germany’s competition authority that ends a years-long investigation.
The Federal Cartel Office (FCO) found that Apple’s App Tracking Transparency (ATT) framework gave Apple’s own apps more favourable consent prompts than those shown by third-party developers. The authority said this could violate competition rules.
Apple has 4 months to implement the changes after receiving the decision. The commitments will remain in place for 7 years and will be monitored by a trustee.
Under the new requirements, consent pop-ups for third-party apps must be redesigned. Discouraging language and symbols must be removed, while the prompts must use neutral wording and visual design.
“While we believe the current ATT prompt provides a clear, easy-to-understand and effective way to keep users in control of their data – an opinion shared by the German data protection authorities – we have agreed to make changes to the text and formatting of the prompt at the FCO’s request,” Apple said.
The company added that the agreement allows it to continue offering the tool in Europe. The changes will apply in almost all European Union countries.
Third-party developers, including Meta Platforms, rely on accurate user data to deliver targeted advertising. Such advertisements generally generate more revenue than broader campaigns.
Apple has also faced regulatory action over the ATT framework in other European markets. France and Italy have fined the company €150 million and €98.6 million, respectively.
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