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Apple has been fined €150 million (approximately $162 million) in France. The French competition authority accuses the company of exploiting its dominant market position in implementing its App Tracking Transparency (ATT) program. The core issue is whether Apple violated competition rules by imposing technical hurdles and treating third-party providers unequally.
If you use an iPhone, you're probably familiar with the ATT system. Since 2021, apps have been asking you if they can track you across other apps and websites. Apple offers this as a step toward greater data protection. But French authorities see it differently. They accuse Apple of using the system primarily to protect its own advertising service – while simultaneously slowing down other providers.
What exactly is Apple's ATT system
App Tracking Transparency was introduced with iOS 14.5 in 2021. The system requires apps to obtain your consent before tracking you across other applications. This consent is obtained via a pop-up that appears when an app requests tracking. If you decline tracking, the app will not have access to the so-called IDFA (Identifier for Advertisers). This identifier is important for personalized advertising—advertising tailored to your behavior and interests. For many app developers, this is a key source of revenue.
What the French competition authority criticizes
According to the French competition authority, the ATT system itself is not the problem. It's the way Apple implemented it. The accusation: Apple disadvantaged third-party providers by making the consent process unnecessarily complicated. At the same time, Apple's own advertising services were not subject to the same restrictions. The authority cites a lack of neutrality. Third-party developers had to contend with additional hurdles, while Apple itself integrated its own advertising services directly into the system – without having to go through the same user journey. In its official decision, it states that Apple's approach is "neither necessary nor proportionate in view of the company's stated objective of protecting user data." According to the authority, the method for obtaining consent causes unnecessary friction – but only for third parties, not for Apple itself (via Bloomberg).
The economic consequences for developers and advertisers
For many app providers, especially those with ad-supported business models, the introduction of the ATT feature had massive economic consequences. Smaller companies with limited access to first-party data were barely able to offer targeted advertising, leaving them without important revenue. Smaller developers and publishers in France, who rely on personalized advertising, were particularly affected. The competition authority found that the imbalance in access to user data represents a significant disadvantage for them – while Apple was able to strengthen its own advertising services.
Background of the investigation
The investigation stems from a complaint filed in 2021 by a coalition of French advertising associations, including Alliance Digitale and the Internet Advertising Syndicate. Although the competition authority initially did not impose any immediate measures, a comprehensive review was initiated. The result: Apple must now pay the €150 million fine and publish the decision on its website for seven days.
Apple's reaction to the ruling
Apple defended its actions. In an official statement, it said App Tracking Transparency gives users more control over their privacy. The pop-up was designed to be clear and understandable—and it applies to all developers, including Apple itself. Apple also emphasized that the ATT system is supported by consumers, privacy advocates, and regulators worldwide. Importantly, the French competition authority is not demanding any specific changes to the ATT system. It is now up to Apple to ensure that it complies with competition law. Whether the company will appeal the penalty has not yet been announced.
ATT under observation – not only in France
France isn't the only country critically scrutinizing Apple's privacy features. Authorities in Germany, Italy, Romania, and Poland have also launched similar investigations. The focus is repeatedly on the question of whether Apple is expanding its market power in the advertising sector through ATT while disadvantaging other providers.
Apple, advertising and power: A European precedent
Apple must pay a hefty fine because, according to French authorities, the company is using its own platform to gain advantages in the advertising market. App Tracking Transparency, originally introduced as a data protection measure, is therefore coming under increasing pressure. For you as a user, nothing will change for now – you will still be able to decide whether you want to be tracked or not. But behind the scenes, the dispute over data, advertising, and market power is intensifying. The next decisions in Europe could show whether the French case turns out to be a precedent. (Photo by Unsplash+ / Haut Risque)
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