Apple will comply with ‘fairer’ App Tracking Transparency rules in the EU
App Tracking Transparency (ATT) is an Apple privacy initiative intended to allow iPhone owners greater control over how developers collect and use their data. However, the company was accused of treating its own apps more favourably than third-party ones. The company has now agreed to apply new rules to how ATT works throughout the EU, following an investigation by the German antitrust regulator …
Apple has committed to implementing a "fairer" App Tracking Transparency system in the EU following an investigation by the German antitrust regulator. The ATT initiative allows iPhone users to have more control over how developers collect and utilize their data. However, Apple was accused of treating its own apps more favorably than third-party apps.
The company has now agreed to the new rules throughout the EU, with a monitoring period of seven years. Apple must make the consent pop-ups displayed to outside developers "visually and linguistically neutral," removing discouraging wording and symbols. Developers will be allowed to combine Apple's mandatory tracking request with their own data-protection prompt. The changes are expected to be implemented within four months.
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