Poland’s competition authority has opened an investigation into Apple’s App Tracking Transparency system and its impact on the mobile advertising market. The regulator wants to know whether Apple limits fair competition by restricting how other apps track users while protecting its own ad business.
Apple introduced App Tracking Transparency, or ATT, in iOS 14.5 and iPadOS 14.5. The feature forces apps to ask for your consent before tracking your activity across other apps and websites. As a result, advertisers now struggle to gather detailed user data. Meanwhile, Apple insists the change exists to protect your privacy and give you more control.
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At the same time, concerns continue to grow. Officials believe the system may tilt the field in Apple’s favour. If proven, this setup weakens third-party advertisers while strengthening Apple’s own position in the ad space.
Why Poland’s Regulator Raised Concerns
Poland’s anti-monopoly office, UOKiK, suspects the ATT framework misleads users about privacy while giving Apple a competitive edge. According to a statement reported by Reuters, UOKiK President Tomasz Chrostny said the policy may harm independent publishers and distort competition.
Here’s the issue. You see a privacy prompt, you tap ask app not to track, and you move on. However, third-party advertisers lose access to key data needed for personalised ads. At the same time, Apple continues to run its own advertising services with fewer restrictions.
As a result, Poland’s regulator now examines whether this practice counts as an abuse of dominant position. If the authority confirms its concerns, Apple faces a fine of up to 10 percent of its annual turnover in Poland.
Apple Responds and Wider European Action
Apple rejects claims of unfair competition. In comments shared with Reuters, the company said ATT exists to protect users and return control over personal data. Apple added that pressure from the data tracking industry risks removing a valuable privacy feature that benefits European consumers.
Still, Poland is not alone. Authorities in Germany, Italy, and Romania have also launched similar investigations. They want to know whether ATT blocks access to essential advertising data while giving Apple an unfair advantage.
Earlier this year, France’s competition authority fined Apple €150 million over how it implemented the ATT system. That ruling adds weight to the wider European push for stronger oversight. For now, the investigation in Poland continues, and its outcome could shape how tech companies balance privacy and market power across Europe.
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