Apple is trying to ease growing antitrust concerns in Germany by adjusting how App Tracking Transparency works. The company plans to change the text and visual design of the ATT consent prompt while keeping its privacy protections intact. Germany wants to know if these changes address long-standing complaints from publishers and advertisers who say the current system limits access to user data.
Reuters reported that Germany’s antitrust authority is now testing Apple’s proposals. Regulators are collecting feedback from media groups, publishers, and other agencies to understand whether Apple’s updated prompts create a fairer environment.
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Apple told Reuters that it agreed to revise the prompt at Germany’s request. The company said it will introduce neutral consent messages for both its own services and third-party apps, aligning the wording and visual design across all prompts. Apple said it believes that “privacy is a fundamental human right” and confirmed that it will keep defending strong protections for users.
Germany’s probe goes back to 2022, when advertisers accused Apple of giving itself an unfair advantage. The German Federal Cartel Office said earlier this year that Apple made it harder for developers to access ad-related data. France also fined Apple for parts of its tracking framework, which increased pressure across Europe.
What Germany Is Testing
Andreas Mundt of the Bundeskartellamt said Apple will introduce neutral consent prompts for both its own services and third-party apps. The company will also align the language, layout, and overall design of these prompts. As a result, developers should find it easier to request permission for advertising-related data in a way that follows local data protection rules.
Germany is involving the federal and state data protection authorities in the review. However, regulators remain concerned about one major point. Apple plans to continue measuring advertising performance, known as attribution, without asking users first. Authorities say this could still leave third-party developers at a disadvantage, so they will study this closely before making a final decision.
A final ruling will arrive after Germany completes the market test and reviews all feedback.
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