Apple to change app data consent rules, says regulator

Apple will modify its approach to app data consent following a ruling by Germany's competition authority, the Bundeskartellamt. The regulator announced on Monday that Apple has committed to changing how it seeks user consent for personalized advertising on iOS devices, ending a competition proceeding that had spanned nearly three years. These changes are meant to align Apple’s practices with broader market standards and ensure fair treatment of third-party app developers within its ecosystem. The regulatory action was initiated in June 2022, when the Bundeskartellamt determined that Apple holds a dominant position in multiple markets, giving it significant influence over competition. This assessment was later affirmed by the Federal Court of Justice in March 2025. The focus of the investigation centered on Apple’s App Tracking Transparency Framework, which requires third-party app providers to obtain user consent before accessing certain types of data for cross-app tracking. Under current rules, Apple defines the specific language and format of these consent prompts, which critics argue could limit transparency and user choice. According to the Bundeskartellamt, Apple’s framework allows the company to set higher privacy protections for its own services while imposing stricter conditions on external developers. This discrepancy, the regulator argued, violates Germany’s special abuse provisions for large digital platforms, which prohibit dominant firms from favoring their own products over competitors. In response, Apple has agreed to revise its consent mechanisms so that they apply consistently to both its internal services and third-party apps. The updated system will eliminate potentially misleading indicators or phrasing that might discourage users from opting into data sharing, thereby promoting clearer and more equitable user experiences. The changes will require Apple to harmonize its consent prompts across all apps, whether developed by itself or by external creators. This includes allowing app publishers to integrate Apple’s consent requests with other legally mandated data protection measures, ensuring users receive a unified and transparent view of their data usage options. The Bundeskartellamt emphasized that the goal is not to boost the rate of consent for personalized ads but rather to empower users with the ability to make informed decisions about their data. Users who choose not to share their information should face no undue barriers compared to those who opt in. The commitments reached during the settlement will remain in effect for seven years and will be overseen by an independent trustee. Apple has four months from the official notification to begin implementing the revised policies. The Bundeskartellamt noted that similar investigations in France and Italy had already resulted in substantial fines against Apple, €150 million and €98.6 million respectively, for issues related to its App Tracking Transparency Framework. These cases underscore the growing scrutiny faced by tech giants over data practices and competitive fairness. The regulator’s stance reflects a broader trend of increased oversight of major technology companies, particularly regarding data handling and market dominance. As enforcement actions continue across Europe, Apple’s adjustments may serve as a precedent for future regulatory interventions targeting data privacy and competition dynamics in the digital space. The outcome of this case highlights the ongoing tension between innovation, consumer rights, and regulatory compliance in the rapidly evolving tech landscape.