Full Breakdown
Apple Alters EU App-Tracking Consent Screens After Antitrust Probe
By Drooid · · How we work
Core Change to ATT Prompts
Apple has agreed to let app developers whose software is distributed in the European Union use an alternative version of the App Tracking Transparency (ATT) consent screen. The revised prompt must appear as a full-page screen, omit the word “track,” and label the response buttons “Allow” and “Reject.” Developers may also include a clickable link that provides additional information about why the data is requested. The alternative screen will be mandatory for apps offered in Germany, France, Italy, Poland and Romania.
Background of the Antitrust Investigation
The modification follows a multi-year antitrust investigation led by Germany’s Federal Cartel Office and other European competition authorities. Regulators argued that the original ATT system gave Apple an advantage because Apple’s own apps could use consumer data without showing a consent prompt, while third-party apps were required to do so. The probe concluded that the practice favored Apple’s ecosystem at the expense of rival developers.
Specific Adjustments Required
Apple’s compliance plan includes more than six changes to the ATT interface:
- Full-page presentation instead of pop-up windows.
- Removal of the term “track” from the prompt text.
- Replacement of the “Ask App Not to Track” button with a simple “Reject” option.
- Revised colors and formatting to reduce the visual impact of the prompt.
- Optional link for developers to explain data usage in detail.
Anticipated Impact on Users and Developers
Regulators note that users typically choose “Reject,” which limits personalized advertising and can reduce revenue for ad-supported platforms such as Meta. By making the consent screen less intimidating, Apple aims to increase the likelihood that users will grant permission, potentially boosting revenue for third-party developers that rely on targeted ads. Apple also indicated that developers may re-prompt EU users one year after a prior consent decision.
Official Statements & Responses
Apple stated that the changes are made to meet “legal requirements” in the affected EU markets and to provide clearer information to users. Competition authorities emphasized that the new format is intended to level the playing field between Apple’s own apps and those of external developers.
