Apple Tweaks App Tracking Rules After EU Probe

Apple has agreed to revise its App Tracking Transparency (ATT) requirements due to a multi-year antitrust probe by German and other European competition regulators. The investigations found that Apple's system favored its own apps over third-party developers.

While user consent for tracking will still be required, the updated agreements allow developers distributing apps within the EU to present an alternative consent screen. This new version features modified language, formatting, and an option to link to additional information about data usage.

These changes are designed to make the ATT consent screens less intimidating. For instance, they will appear as full-page displays instead of pop-ups, remove the word "track" from prompts, and use "Allow" and "Reject" buttons. Apple states that only this alternative prompt will be available for apps in Germany, France, Italy, Poland, and Romania due to legal mandates.

Apple has also agreed to allow app developers to re-prompt EU users for consent one year after their initial choice. This move comes after criticism that Apple's original system inadvertently boosted its own advertising revenue while harming ad-supported businesses like Meta.