Germany Considering Apple’s App Tracking Transparency Changes

Summary:

German regulators are scrutinizing Apple’s App Tracking Transparency (ATT) framework, introduced in iOS 14.5, which requires apps to request user consent before tracking activity across other apps and websites. The Bundeskartellamt (Federal Cartel Office) launched an investigation in 2023 over concerns ATT may breach antitrust rules by disadvantaging third-party advertisers while privileging Apple’s advertising services. Common triggers include revenue drops for ad-dependent apps (e.g., Meta reported losing $10B+ in ad revenue post-ATT), reduced ad personalization capabilities, and unaudited self-preferencing of Apple’s own apps. The probe could force Apple to modify ATT implementation or pay fines.

What This Means for You:

• Impact: Reduced ad relevance in free apps, increased subscription costs as companies offset ad revenue loss.
• Fix: Toggle tracking permissions per app in Settings > Privacy & Security > Tracking.
• Security: ATT blocks covert data harvesting – deny tracking if an app’s request seems unnecessary.
• Warning: Some apps may limit features unless tracking is allowed (never required for core functionality).

Solutions:

Solution 1: Update iOS & Manage ATT Settings

Ensure your iPhone runs iOS 14.5 or later. ATT is enabled by default but can be adjusted:

1. Open Settings > Privacy & Security > Tracking.
2. Toggle Allow Apps to Request to Track on/off globally.
3. Review individual app permissions below; disable suspicious requests.

Solution 2: Use Private Browsing & Lockdown Mode

For added anonymity, use Safari’s Private Browsing (blocks cookies) or enable Lockdown Mode (Settings > Privacy & Security) – restricts tracking even when ATT is off. Note: Some websites may break functionality.

Solution 3: Leverage App Store Privacy Labels

Before downloading apps, check their App Privacy Report in the App Store. Labels disclose data collection types (e.g., usage, location). Avoid apps requiring excessive permissions unrelated to their core features.

Solution 4: Switch to Privacy-Focused Alternatives

Opt for apps with transparent, ad-light models:

• Search: DuckDuckGo (blocks trackers by default)
• Email: ProtonMail (end-to-end encrypted)
• Browser: Brave (blocks trackers/cookies)

People Also Ask:

• Q: What happens if I disable ATT? A: Apps can’t ask to track – all are blocked automatically.
• Q: Does ATT apply to Apple’s apps? A: Yes, but Apple’s first-party apps don’t show tracking prompts due to “private attribution” methods under investigation.
• Q: Will Germany ban ATT? A: Unlikely – potential fines or compliance orders are more probable.
• Q: How does ATT differ from GDPR? A: GDPR requires opt-in consent for data collection; ATT enforces this for cross-app tracking specifically.

Protect Yourself:

• Update iOS immediately – Apple patches tracking exploits in updates.
• Reset Advertising Identifier monthly: Settings > Privacy > Apple Advertising > Reset Advertising Identifier.
• Use a VPN to mask IP-based tracking.
• Enable “Ask Apps Not to Track” even if you occasionally allow it.

Expert Take:

“Germany’s probe exposes the tension between privacy rights and market fairness – ATT protects users but may entrench Apple’s ad dominance. The EU’s Digital Markets Act could force interoperability, letting users opt-in to tracking without starving smaller players.” – Dr. Helena Brandt, Data Governance Analyst.

Tags:

• Germany antitrust investigation Apple ATT
• How to disable app tracking on iPhone
• ATT impact on digital advertising Europe
• iOS privacy settings guide 2023
• Bundeskartellamt Apple antitrust probe
• GDPR vs App Tracking Transparency

*Featured image via source

Edited by 4idiotz Editorial System