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Germany Reviews Apple’s App Tracking Rule Changes Amid Competition Concerns

By  |  December 2, 2025

Germany’s competition watchdog has begun assessing Apple’s latest adjustments to its app tracking framework, seeking input from publishers, media organizations and fellow regulators to determine whether the revisions adequately address antitrust issues, according to Reuters.

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    The evaluation focuses on modifications Apple introduced to its App Tracking Transparency (ATT) consent system. Per Reuters, regulators had previously raised concerns that Apple’s approach could give its own services an edge over third-party apps when users decide whether to allow advertising-related tracking.

    Apple has agreed to refine the text and formatting of its consent prompts at the request of the German authority. The company said the update would be made “while maintaining core user benefits,” and emphasized that it views privacy as a fundamental human right, per Reuters. Apple also stated it plans to continue pushing for strong protections for consumers.

    Scrutiny over Apple’s practices has heightened across Europe. In February, German officials accused the company of exploiting its market power, and the following month France issued a €150 million fine over elements of Apple’s tracking system, according to Reuters.

    Read more: EU Weighs Extending Digital Rules to Apple Maps and Ads

    The ongoing investigation is rooted in Section 19a of Germany’s competition law and Article 102 of the Treaty on the Functioning of the European Union. Reuters reported that the case is being advanced in coordination with the European Commission and other national authorities.

    As part of the review, Germany’s Bundeskartellamt said Apple has committed to implementing more neutral consent prompts that apply evenly to both Apple’s own products and external developers’ services. It also intends to streamline the process by which apps request permission for advertising data usage so that it aligns with data protection rules.

    German data protection officials at the federal and Bavarian levels are participating in the assessment. However, regulators remain cautious about Apple’s plan to continue measuring advertising performance—known as attribution—without obtaining prior consent. Authorities will analyze whether this approach continues to place rival service providers at a disadvantage, according to Reuters.

    Source: Reuters