France’s competition regulator, Autorité de la Concurrence, has fined Apple €150 million (about $162.4 million) over its App Tracking Transparency (ATT) system. The agency found that Apple used ATT to unfairly favor its own apps, making it harder for third-party developers to track users for advertising purposes.
Apple introduced ATT in 2021, requiring apps to display a pop-up asking users for permission to track their activity across other apps and websites. However, Apple’s own apps did not face the same requirement, giving them an advantage over competitors.
Critics, including major tech companies, argued that ATT disproportionately hurt smaller publishers that rely on targeted ads for revenue. A report from the Financial Times estimated that companies like Snapchat, Facebook, and X (formerly Twitter) lost nearly $10 billion due to Apple’s policy.
The French regulator acknowledged that ATT enhances user privacy but stated that it makes using third-party apps on iOS unnecessarily complex. “While all app publishers have been affected by ATT, smaller companies without access to alternative targeting methods have suffered the most,” the agency noted.Apple defended its system, stating that ATT applies equally to all developers, including Apple itself. “This feature gives users clear control over tracking, and we’ve received strong support from consumers and privacy advocates worldwide,” said Apple spokesperson Shane Bauer.
Apple defended its system, stating that ATT applies equally to all developers, including Apple itself. “This feature gives users clear control over tracking, and we’ve received strong support from consumers and privacy advocates worldwide,” said Apple spokesperson Shane Bauer.
Despite the fine, Apple is not required to change or remove ATT. However, the company must display a summary of the regulator’s decision on its website for seven days.
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