Apple may be forced to remove its App Tracking Transparency (ATT) feature in Italy and potentially other European countries due to regulatory pressure. The company warned that such a move would negatively impact European consumers’ privacy choices.

German Investigation and Preliminary Ruling

Germany’s Federal Cartel Office initiated an investigation into App tracking Transparency in 2022 following complaints from advertisers. On February 2025, the Office preliminarily persistent that Apple abused its dominant market position by giving itself preferential treatment. Regulators contend that Apple’s restrictions make it considerably harder for developers to access user data crucial for targeted advertising.

The German Federal Cartel Office believes apple’s actions hinder competition in the digital advertising market. Thay argue that Apple effectively controls access to user data on its platform, creating an unfair advantage.

What is App Tracking Transparency?

Introduced in 2021 with the release of iOS 14.5 and iPadOS 14.5,App Tracking Transparency (ATT) empowers iPhone and iPad users to control whether apps can track their activity across other apps and websites for advertising purposes. Users can either allow apps to request permission to track or disable tracking altogether.

ATT prevents apps from accessing the advertising identifier (IDFA) of Apple devices without explicit user consent. This limits the ability of apps to monitor user behavior and utilize that data for targeted advertising. While ATT has faced criticism from advertisers and data brokers, Apple maintains its commitment to consumer privacy and is actively working to convince German and other EU authorities to allow the feature to continue.

Impact on Advertisers and Apple’s Response

The implementation of ATT has had a significant impact on the advertising industry, notably companies reliant on tracking user data for ad targeting. Many advertisers have reported decreased ad revenue and difficulty measuring the effectiveness of their campaigns. Reuters reported in November 2024 that the European Commission is also considering a formal investigation.

Apple has consistently defended ATT as a crucial privacy feature, arguing that it gives users greater control over their data. The company has stated it will continue to engage with regulators to find a solution that protects both user privacy and the interests of the advertising industry.

Timeline of Events