Apple to change app data consent rules, German regulator says

The German competition authority announced on Monday that Apple will modify its app data consent rules governing targeted advertising on iPhones and iPads. This decision concludes a multi-year investigation by the Federal Cartel Office (FCO). The FCO found that Apple's App Tracking Transparency (ATT) framework gave its own apps more favorable consent prompts compared to third-party developers, which potentially violates competition rules. Apple has four months to implement these changes following the ruling.

The commitments are valid for seven years and will be overseen by a trustee. To comply with the FCO's request, Apple must redesign the consent pop-ups for third-party apps to eliminate discouraging language and symbols, making them visually and linguistically neutral. Despite Apple's belief that the current ATT prompt effectively allows users to control their data, the company agrees to the changes. This agreement enables Apple to maintain the ATT tool in Europe.

The new rules will apply across almost all European Union countries. Third-party app developers, such as Facebook's parent company Meta Platforms, rely on precise user data for targeted advertisements, which generate more revenue than broader campaigns. France and Italy have already imposed fines of €150 million and €98.6 million, respectively, on Apple due to the ATT framework.