Since its launch in 2021, App Tracking Transparency (ATT) has revolutionized the iPhone experience. This tool requires apps to obtain user consent before tracking their activity for targeted advertising.
A pop-up window appears when opening an app, allowing users to decide whether they accept tracking or not. Unsurprisingly, the vast majority decline without hesitation. After all, why let strangers delve into their digital activity?
However, this has led to reduced ad revenues for many publishers, including those in gaming and journalism who rely on these ads to sustain their operations. In fact, these stakeholders have contested ATT since its inception.
They have approached regulators in attempts to secure adjustments. In France, an investigation is underway by the Competition Authority, while similar challenges are escalating in Germany.
Apple is far from pleased with this situation; their tolerance threshold has been exceeded.
Europe and Apple: Caution, Things Are Getting Complicated
As early as February, the Bundeskartellamt accused Apple of leveraging an advantage reserved for its own services. The authority argues that this system makes it significantly more challenging for other players to access valuable advertising data.
However, Apple’s apps remain exempt from scrutiny as they do not gather information from third-party applications. That said, according to the regulator, nothing stops Apple from aggregating data from the App Store, user accounts, or connected devices to utilize it for advertising purposes.
In response to these accusations, Apple has decided to raise its voice. The company warns that intensive lobbying efforts in several European countries could lead it to withdraw ATT from the continent. This decision would have direct repercussions for consumers. Apple is now awaiting the German ruling and is prepared to take action swiftly if it perceives that the regulatory environment is becoming too harsh.
This wouldn’t be the first instance. In the UK, Apple previously disabled a feature related to iCloud security after a conflict with authorities seeking special access to encrypted data. This serves as a reminder that the current threat is far from an empty bluff.
