Apple Faces EU Pressure to Remove Key iPhone Privacy Feature

Apple may soon disable a major privacy tool for iPhone users in Europe. The company made this announcement on October 23, 2025. This potential move impacts the App Tracking Transparency feature.

According to DPA International, Apple stated it is being “forced” to consider this action. Intense lobbying and regulatory pressure in Germany and Italy are the primary reasons.

How App Tracking Transparency Protects Users

App Tracking Transparency, or ATT, gives users control over their data. It lets iPhone and iPad users decide if apps can track their activity. Users can allow tracking requests or disable them entirely.

The feature prevents apps from accessing a device’s advertising identifier without permission. This stops data brokers from collecting user information for targeted ads. The system was implemented back in the iOS 14 update.

Advertisers and tech firms have strongly opposed ATT since its introduction. Facebook, now Meta, led a significant campaign against it. The company argued the feature harmed small businesses that relied on targeted advertising.

European Regulatory Actions and Apple’s Response

Germany’s Federal Cartel Office launched a probe into ATT in 2022. It preliminarily ruled in February 2025 that Apple abused its market power. The authority claimed Apple gave itself an unfair advantage.

France’s Competition Authority fined Apple 150 million euros in March 2025. Regulators said the company complicated the user opt-out process. A similar investigation is ongoing in Italy.

Apple says it has proposed solutions to European regulators. The company argues that complex demands would undermine the privacy tool. Apple pledges to continue urging authorities to allow it to provide this feature.

The potential removal of App Tracking Transparency highlights a growing clash between privacy rights and market regulations in Europe. This situation could set a significant precedent for how user data is handled globally.

Thought you’d like to know

What is App Tracking Transparency?

App Tracking Transparency is an Apple privacy feature. It requires apps to get user permission before tracking their activity across other companies’ apps and websites. This gives users control over their personal data.

Why is Apple considering removing ATT in Europe?

Apple faces regulatory pressure and intense lobbying in several EU countries. Authorities in Germany and Italy have raised competition concerns. These actions may force Apple to withdraw the feature.

How has the advertising industry reacted to ATT?

Advertisers and data brokers have strongly opposed the feature. Companies like Meta argued it harms businesses that rely on targeted ads. The industry has lobbied regulators to take action against Apple.

What happens if ATT is disabled in Europe?

European iPhone users could lose control over app tracking. Apps might resume tracking user activity without explicit permission. This would revert to the pre-iOS 14 data collection model.

Has Apple been fined over this feature before?

Yes, France’s Competition Authority fined Apple 150 million euros in March 2025. Regulators said the company disadvantaged third-party developers. The fine was related to ATT implementation.