Apple has said it may be "forced" to disable a key privacy feature, App Tracking Transparency, in the European Union.
"Intense efforts in Germany, Italy and other countries in Europe may force us to withdraw this feature to the detriment of European consumers," Apple said in a statement to DPA International.
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Apple App Tracking Transparency
Apple's App Tracking Transparency feature lets iPhone and iPad users decide whether to allow apps to track their activity across other apps and websites for advertising purposes. Users can choose to allow apps to ask for permission or disable tracking entirely.
Anti-tracking features were implemented in Apple's iOS 14 updates. The feature prevents apps from accessing the advertising identifier of an iPhone, iPad, or Apple TV without explicit permission. This access would allow apps to track what users do on their devices and then use the information for targeted advertising.
Naturally, App Tracking Transparency sparked backlash among advertisers and data brokers. Facebook reacted strongly before its launch, portraying Apple as an enemy of small businesses and running multiple full-page ads in newspapers.
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Research from Germany and other European countries
Germany launched an investigation into App Tracking Transparency in 2022, and in February 2025, Germany's Federal Cartel Office preliminarily ruled that Apple abused its buying power with the feature, giving itself preferential treatment. Apple, for its part, states that it does not collect data from third-party apps.
The German office said Apple's restrictions made it "much more difficult" for app publishers to access user data relevant for advertising.
In March 2025, Apple was fined €150 million by France's Competition Authority. French regulators said Apple complicated the process for users to opt out of tracking and unfairly treated third-party developers and ad providers.
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Apple is facing a similar investigation in Italy, with a decision expected later this year. Apple said it has presented solutions to regulators in Europe, but is facing pressure that could lead to the App Tracking Transparency feature being undermined. Apple also said it will work to keep the feature available to Europeans. “We will continue to urge the relevant authorities in Germany, Italy and across Europe to allow Apple to continue to provide this important privacy tool to our.”
