Apple to change rules governing app tracking transparency

Apple has agreed to modify its app tracking transparency framework following a competition investigation by Germany's Federal Cartel Office (FCO). The FCO found that Apple's ATT framework, which requires third-party apps to obtain user permission before tracking across its own apps and websites, created different consent experiences for competing apps, potentially disadvantaging them in securing deals.

The FCO believed that the varying wording, presentation, and available choices in Apple's consent prompts made its own services the more attractive option, putting third-party developers at a disadvantage. They concluded that Apple was potentially in breach of competition rules and mandated the redesign of the platform's consent pop-ups for third-party apps. This includes removing discouraging language and symbols, and ensuring that pop-ups are visually and linguistically neutral.

Apple has four months to implement these changes, which will be in effect for seven years. The new rules will be overseen by a monitoring trustee. The FCO's president, Andreas Mundt, emphasized that while Apple provides users with a level of protection that exceeds minimum legal requirements, Apple cannot treat its own offerings more favorably than those of its competitors due to its dominant market position.

An Apple representative stated that while the company believes its current ATT prompt is clear and effective, it agreed to make changes at the FCO's request. In March of last year, Apple lost a court appeal challenging the FCO's designation of the company as having significant market power in the digital ecosystem.