Apple Changes App Data Rules After German Antitrust Scrutiny
Synopsis
Apple will modify its app consent system after German regulators found its privacy prompts could give the company an advantage in targeted advertising.
Apple app data rules will be changed after Germany’s Federal Cartel Office found that the App Tracking Transparency system gave more positive responses to Apple’s own apps than third-party developers. The decision was made on August 17 after a long investigation into Apple’s system.
Germany Sets Four-Month Deadline
Apple will be required to change consent pop-ups that appear when users try to access third-party applications. The pop-ups should not have any language or symbols that may deter users from giving permission, the German regulator said. The language and design should be neutral, according to the regulator.
Apple will also allow third-party developers to combine its own request for consent with their permission request for using the data for personalised advertising. The changes will take place within four months of the decision.
The commitments will be reviewed by a trustee and will be in place for seven years. They will also be binding in most EU countries, the regulator said.
Apple’s App Tracking Transparency feature was introduced in 2021. Apps that want to track their users across the web and apps need to ask for permission to do so.
European Advertising Market Adds Context
The German antitrust authority is following other European regulators that have taken action against Apple’s tracking practices. In 2025, France fined Apple $156 million for its actions under the tracking framework, while Italy had slapped Apple with $98.6 million in December 2025 for its role in the tracking framework.
The changes to the policies will affect firms that operate apps or ad tech platforms in Europe and their ability to seek permission from iPhone and iPad users to personalise ads.
According to the most recent IAB Europe AdEx Benchmark 2025 report, which covers 30 European countries, digital ad spending in the region grew by 10.5% year-over-year to €131 billion in 2025.
Apple’s financial performance is also robust as the company reported $111.2 billion in revenue for the second quarter ended March 28, 2026, compared to $94.8 billion in the same period a year earlier.
Source: Reuters
Pooja Malik is a business journalist with over six years of experience covering startups, entrepreneurship, and emerging trends. She has previously worked with leading media platforms such as YourStory Media and BW BusinessWorld, where she reported on business, policy, and market developments. Currently, she serves as Editor at The Inspirepreneur Magazine, where she writes and edits stories across business, lifestyle, and travel, with a focus on clarity, accuracy, and reader relevance.
