Apple changes tracking rules in iPhone after regulator complaints

Apple will change the system of requests for the use of data for personalized advertising on iPhone and iPad after complaints from the German antitrust regulator. Consent windows for third-party apps should become more neutral in wording and design and should no longer put Apple's own services in a more favorable position.

The Federal Cartel Office of Germany investigated the App Tracking Transparency system, or ATT. It requires third-party apps to obtain separate user consent for combining their data across different services and companies, including for displaying personalized advertising. At the same time, Apple used a different consent mechanism for its own services.

The regulator reached a preliminary conclusion that the design of these requests could push users to refuse data access to third-party apps, while Apple's own requests were more favorable for obtaining consent. Among the complaints were different wording, button order, warning symbols, and the amount of explanations available to developers.

Under the new rules, Apple must significantly align the design of requests for its own and third-party apps. Wording and symbols that may be perceived as discouraging consent will be removed from third-party developer windows. Developers will also be given more space to explain why they need personalized advertising, and more opportunities to combine Apple's request with other necessary requests regarding personal data processing.

For users, this does not mean removing the ability to prohibit apps from tracking. According to the head of Bundeskartellamt Andreas Mundt, the goal of the changes is not to increase the number of consents for personalized advertising, but to make the user's choice free and informed regardless of whether they agree to the use of data or refuse.

Apple agreed to the proposed changes, although it continues to consider its system compatible with competition law. After the regulator made the company's commitments binding, the investigation in Germany was concluded. Changes to anti-tracking requests will also apply to other EU countries.

Based on materials from: Bundeskartellamt, Tagesschau