Apple will comply with ‘fairer’ App Tracking Transparency rules in the EU

Apple will implement fairer App Tracking Transparency (ATT) rules across the EU following an investigation by the German antitrust regulator. The company was accused of favoring its own apps over third-party developers regarding data collection. Since iOS 14.5, ATT requires apps to obtain user permission for tracking activity for personalized advertising. To resolve competition concerns in Germany, Apple has agreed to remove discouraging symbols and wording from the ATT prompts to ensure a more neutral user experience.