Apple Proposes ATT Changes to Address German Antitrust Concerns

German regulators are evaluating proposed changes to Apple’s App Tracking Transparency feature. The changes aim to settle an antitrust probe into the privacy tool. Apple plans to adjust the language and design of its user consent prompts.

According to Reuters, the evaluation is now open for feedback from publishers and media groups. The goal is to determine if Apple’s adjustments will satisfy complaints from advertisers. These groups argue the feature unfairly limits their access to user data.

Details of the Proposed Adjustments and Probe Background

Apple’s proposal includes making its consent prompts more neutral. The wording and visual design for Apple’s own apps and third-party apps would be aligned. The tech giant also plans to simplify the process for developers to obtain user permission.

This follows a preliminary ruling by Germany’s Federal Cartel Office in early 2025. Regulators then found Apple likely abused its market power. They stated the rules made accessing user data for advertising “far more difficult” for rivals.

The German probe began in 2022 after advertiser complaints. Apple introduced ATT globally in 2021. The feature lets iPhone users decide if apps can track them across other apps and websites for ad targeting.

Broader Impact on EU Privacy and Advertising Landscape

The outcome in Germany could influence Apple’s approach across the European Union. Earlier this year, Apple suggested it might have to withdraw ATT from the EU entirely. It cited intense lobbying pressure from several member states.

The case highlights the clash between privacy innovation and market competition. ATT has been praised by privacy advocates but criticized by the digital advertising industry. Its design prevents apps from accessing a device’s advertising identifier without clear user consent.

This limits targeted advertising and the data available to developers. Apple maintains the feature is a core consumer privacy benefit. The company has pledged to work with authorities to find a solution that preserves ATT’s protections.

The resolution of this antitrust evaluation will set a significant precedent. It balances user privacy rights against fair market competition. The future of Apple’s App Tracking Transparency in Europe now hangs in the balance.

A quick knowledge drop for you

What is Apple’s App Tracking Transparency?

It is a privacy feature for iPhones and iPads introduced in 2021. ATT requires apps to ask for user permission before tracking their activity across other companies’ apps and websites. Users can choose to allow tracking or deny it entirely.

Why is Germany investigating Apple over ATT?

Germany’s Federal Cartel Office launched a probe after complaints from advertisers. Regulators preliminarily found Apple gave itself an unfair advantage. They argue Apple’s rules make it much harder for other companies to access user data for advertising.

What changes is Apple proposing?

Apple plans to adjust the text and formatting of ATT consent prompts to be more neutral. It will align the design for its own and third-party apps. The company also aims to simplify the user permission process for developers.

How does this affect iPhone users?

For now, ATT remains fully functional for European users. The proposed changes are meant to address competition concerns while keeping privacy benefits. The core choice to allow or deny tracking will stay with the user.

Could ATT be removed in Europe?

Apple has stated that lobbying pressure might force it to withdraw the feature in the EU. This is presented as a worst-case scenario. The current negotiations with Germany aim to avoid that outcome.

What is the timeline for a decision?

The German authority is currently collecting feedback on Apple’s proposals. There is no fixed public deadline for a final decision. The process will determine if the changes adequately address the antitrust concerns.