Apple Modifies EU Tracking Prompts Amid £2 Billion Lawsuit

Apple Inc. is modifying its App Tracking Transparency (ATT) consent prompts for developers in Germany, France, Italy, Poland, and Romania. The change follows a multi-year antitrust probe led by Germany's Federal Cartel Office, which argued that Apple's system unfairly favored its own apps by allowing them to use ecosystem data without the consent required of third-party developers.

Under the new agreement, developers can replace standard pop-ups with full-page screens and modified language, such as removing the word "track" and using "Allow" and "Reject" buttons. Developers may also include links to data usage information and re-prompt users for consent annually. Apple previously defended these screens as essential for consumer privacy, though the system significantly impacted ad-supported businesses like Meta.

Simultaneously, Apple faces a £2 billion ($2.7 billion) lawsuit filed at the Competition Appeal Tribunal in London. Led by former Competition and Markets Authority official Ann Pope, the suit alleges that ATT imposed stricter requirements on third-party apps than on Apple's own advertising services. Apple disputes these allegations, asserting that its tracking rules apply equally to all developers. This legal action follows a previous UK tribunal order requiring Apple to pay approximately £1.5 billion regarding App Store commissions.