Apple has agreed to change its App Tracking Transparency (ATT) requirements for apps seeking consent to track users across other apps or websites. This decision follows a multi-year antitrust probe by Germany's federal competition regulator and other European authorities.
Regulators had stated that the previous ATT system favoured Apple over third-party apps, as Apple's own applications could use consumer data from its ecosystem without requiring a consent screen. The new agreements with select European competition authorities will not remove the need for prompts or change when they are shown.
Instead, app developers distributing software in the EU will be able to display an alternative consent screen. This includes modified formatting, language, and the option to link to additional information explaining why the app is requesting permission. Apple's compliance involves several changes, such as showing consent screens as full-page displays instead of pop-ups, removing the word "track," and changing the choice buttons to "Allow" and "Reject."
The iPhone maker has stated that, due to legal requirements, only this alternative version of the system prompt will be available for apps distributed in Germany, France, Italy, Poland, and Romania. Additionally, Apple will now permit app developers distributing to the EU to re-prompt their EU users one year after their previous choice on an ATT consent screen.