Apple to Allow EU Apps Alternative Tracking Consent Screens
Apple has agreed to modify its App Tracking Transparency (ATT) requirements for apps distributed within the European Union, following a multi-year antitrust investigation led by Germany’s federal competition regulator and other authorities. The changes aim to address concerns that Apple's system unfairly favored its own services over third-party developers by allowing them to collect user data without requiring explicit consent screens. Under new agreements with EU regulators in several countries including Germany, France, Italy, Poland, and Romania, app developers will be able to use alternative ATT consent screens. These modified prompts feature less alarming language, formatting changes such as full-page displays instead of pop-ups, and clearer options like “Allow” or “Reject.” Developers can also provide users with additional information about why tracking is requested. Apple claims these adjustments are in response to legal requirements and aim to improve user experience while maintaining privacy protections. The change could impact ad-supported businesses that rely on personalized advertising data but may benefit Apple’s own services, which already operate without such restrictions within its ecosystem.
Topics: App Tracking Transparency (ATT) Apple consent screens data privacy EU regulation