Apple Warns App Tracking Transparency Could Be Disabled in Europe

Apple is considering disabling its App Tracking Transparency (ATT) feature in the EU, due to potential regulatory pressure. ATT allows iPhone and iPad users to control how apps track their data for advertising. This feature, introduced in iOS 14, requires apps to seek user permission before tracking activity. Advertisers and data brokers have strongly opposed ATT, particularly Facebook. Germany launched an investigation into ATT in 2022, finding potential market power abuse by Apple. France fined Apple €150 million for making it difficult to opt-out of tracking. Italy is currently investigating similar concerns related to ATT. Apple claims that intense lobbying in Germany, Italy, and other European countries might force them to remove ATT. Apple has proposed solutions to regulators, but they are deemed complex and could undermine ATT. Apple is still working to preserve the crucial privacy feature for its European customers.