Apple Changes EU App Tracking Consent Screens After Antitrust Review

Apple is changing how app tracking consent screens work for apps distributed in the European Union after competition regulators raised concerns about its App Tracking Transparency system.

The updated approach will allow developers in the EU to use alternative consent screens with different wording, formatting, and additional information options while still requiring users to approve tracking permissions.

Apple redesigns tracking consent experience

Under the changes, developers can create less prominent consent screens that do not use the current “track” wording. The updated design can replace pop-up prompts with full-page screens, change button labels to “Allow” and “Reject,” and include links explaining why the app is requesting permission.

Apple said the alternative version will be available for apps distributed in Germany, France, Italy, Poland, and Romania due to legal requirements. Developers will also be able to ask users again for permission one year after their previous choice.

Changes follow European competition review

The changes follow a multi-year review involving European competition authorities, including Germany’s Federal Cartel Office. Regulators argued that Apple’s tracking rules could disadvantage third-party apps because Apple’s own services handle user data differently.

Apple’s developer announcement and its privacy guidance for the European Union explain the updated requirements for developers.

Apple has maintained that App Tracking Transparency is designed to give users more control over their data. The updated system changes how permission requests appear while still requiring user approval for tracking across apps and websites.

9to5Mac also detailed the changes, and Germany’s Federal Cartel Office discussed them as part of the regulatory process.