Poland’s antitrust authority has launched an investigation into Apple, examining whether its privacy policies limit competition in the mobile advertising sector. The focus is on Apple’s App Tracking Transparency (ATT) framework, introduced with iOS 14.5 and later versions. Regulators suspect that the policy may restrict third-party apps from collecting user data for personalized ads while giving Apple a potential advantage in its own advertising business.
UOKiK President Tomasz Chrostny stated, “We suspect that the ATT policy may have misled users about the level of privacy protection while simultaneously increasing Apple’s competitive advantage over independent publishers. Such practices may constitute an abuse of dominant position.” If found in violation, Apple could face fines of up to 10% of its annual revenue in Poland, signalling a significant regulatory challenge for the tech giant.
Apple defended its privacy framework, saying it was designed to give users control over whether companies can track their activity and to protect personal data. The company added, “It is no surprise that the data tracking industry continues to oppose our efforts to give users back control over their data. Intense pressure could force us to withdraw this feature, to the detriment of European consumers.” Apple also confirmed it will cooperate with the Polish authority to ensure the ATT framework remains available to users.
The ATT policy has already drawn scrutiny from regulators in Germany, Italy, and Romania. In March, France imposed a 150 million euro fine on Apple over similar concerns. This latest investigation highlights growing European regulatory attention on major tech companies and their influence on digital advertising, user data privacy, and competition in the mobile app market.
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