Apple Faces Antitrust Scrutiny Over App Tracking Transparency in Europe

Apple is embroiled in ongoing antitrust battles in Europe regarding its App Tracking Transparency (ATT) feature, with German publishers and advertisers urging regulators to impose a fine on the tech giant. The core of the dispute centers on whether ATT is anticompetitive and unfairly advantages Apple in the digital advertising market.

Background on App Tracking Transparency

Introduced in May 2021, App Tracking Transparency gives users the ability to choose whether to allow apps to track their activity across other companies’ apps and websites for advertising or data-sharing purposes. This feature significantly reduced cross-app tracking, with one study reporting a 54.7% drop in tracking rates in the United States.

German Regulators and Apple’s Proposed Changes

Germany’s Federal Cartel Office initiated an investigation into ATT in 2022, preliminarily ruling in February 2025 that Apple abused its market power by giving itself preferential treatment. To address concerns, Apple proposed changes in 2024, including neutral consent prompts for its own services and third-party apps, and a simplified consent process for developers.

Publishers Reject Apple’s Proposals

However, associations representing German publishers and advertisers have rejected Apple’s proposed changes, arguing they do not resolve the underlying antitrust issues. In a joint letter, they stated that Apple would remain the “data gatekeeper,” controlling access to advertising-relevant data.

Potential Fine and Broader Implications

If the German watchdog finds Apple in violation, the company could face a fine of up to 10% of its annual turnover. This decision could also influence ongoing scrutiny of ATT in other European countries.

Apple’s Response

Apple maintains that App Tracking Transparency is a privacy-focused feature designed to give users control over their data. In a statement, Apple asserted that the tracking industry has consistently opposed its efforts to protect user privacy and that it will continue to defend this “key privacy tool.”

Threat to Disable ATT in Europe

Apple has warned that “intense lobbying efforts” in Germany, Italy, and other European countries may force it to disable App Tracking Transparency in the region, potentially to the detriment of European consumers.