Apple has agreed to change how app developers request permission to use personal data for targeted advertising on iPhones and iPads, following a multi-year investigation by Germany’s competition authority.
The Federal Cartel Office concluded that Apple’s App Tracking Transparency framework gave its own applications more favorable consent prompts than third-party developers, potentially creating an unfair competitive advantage.
Under the new commitments, consent pop-ups used by third-party apps must be redesigned with more neutral language, symbols and formatting. Apple will have four months to implement the changes, which will remain in force for seven years and be monitored by an independent trustee.
The updated framework is expected to apply across most European Union countries. Apple said it still believes its current system gives users clear control over their data but agreed to adjust the wording and presentation at the regulator’s request.
The decision is significant for developers such as Meta, which rely heavily on accurate user data to deliver targeted advertising. Personalized ads generally generate more revenue than broader campaigns, making access to tracking data commercially important.
Apple has already faced regulatory action over the same framework elsewhere in Europe, including substantial fines in France and Italy.
