Apple Agrees to Make 'App Tracking Transparency' Changes in Germany

The German competition regulator has reached an agreement with Apple to modify its App Tracking Transparency feature. This decision stems from concerns raised by advertisers regarding the impact the feature has had on their revenue. App Tracking Transparency, introduced with iOS 14.5 in April 2021, requires apps to seek user permission before tracking their activity across different apps and websites for personalized advertising.

When a user opts for the "Ask App Not to Track" setting, the app loses access to the device's advertising identifier. Apple maintains that the feature is meant to bolster user privacy, but the regulator has ordered Apple to remove what it deems as "possibly discouraging symbols and wording" from the App Tracking Transparency prompt.

Furthermore, apps will receive more flexibility in explaining to users the implications of personalized advertising for their product and business model. Additionally, the regulation permits apps to integrate the Apple consent request with other consent requests mandated by data protection law. Apple has been given four months from the date it receives the formal decision to implement these changes, which it will begin by testing with app developers.

These modifications will remain in effect for a period of seven years. Apple's compliance with these changes is a response to similar regulatory pressures it has faced in other EU countries like France, Italy, and Poland, as well as from the European Commission. Despite maintaining that App Tracking Transparency safeguards user privacy and adheres to German competition law, Apple has agreed to these adjustments, and the regulator has declared the matter concluded.