Apple Tames ATT Framework Amid German Probe Concerns

Apple has agreed to modify its ad tracking rules after a years-long investigation by Germany's competition authority. The Federal Cartel Office found that Apple's App Tracking Transparency framework gave its own apps more favorable consent prompts than those of third-party developers, potentially violating competition rules.

The company will have four months to implement the changes, which include redesigning consent pop-ups for third-party apps to remove discouraging language and symbols. The new requirements also mandate that these prompts be visually and linguistically neutral.

Apple claims its current App Tracking Transparency prompt provides a clear, easy-to-understand way for users to control their data. However, the company has agreed to make changes to the text and formatting of the prompt at the request of Germany's Federal Cartel Office. These changes will apply in almost all European Union countries.

The new rules aim to prevent third-party developers from using personal data for targeted advertising on iPhones and iPads. The investigation was sparked by concerns that Apple's framework gave its own apps an unfair advantage over those of competitors, such as Meta Platforms Inc (NASDAQ:META).