Apple has been fined €150 million by France’s antitrust authority. Regulators say the company made it harder for other businesses to compete in the iOS and iPadOS app markets. The case focuses on App Tracking Transparency (ATT), a system Apple introduced in 2021.
Apple claims ATT protects user privacy by letting people choose whether apps can track their data. But French regulators argue that the system was designed unfairly. They say it gave Apple’s own apps an advantage while making it difficult for other developers to collect data.
How Apple’s System Creates an Unfair Advantage
Apple’s ATT feature changed how apps handle user tracking. With ATT, developers must ask for permission before tracking user data. But France’s Autorité de la Concurrence says Apple’s rules were not the same for everyone.
Third-party apps had to show multiple pop-ups to get user consent. This extra step made it harder for them to collect data. In contrast, Apple’s own apps could skip this process. They did not have to ask users in the same way, giving Apple a clear advantage over its competitors.
The French regulator said the rules were not illegal on their own. However, Apple’s design of ATT was one-sided. It placed extra hurdles on other companies while allowing Apple to continue tracking users with less interference.
France’s Antitrust Authority Speaks Out
Regulators say Apple’s approach was “neither necessary nor proportionate.” They believe ATT should have applied equally to all apps. Because it did not, the system distorted competition in the app market.
Small developers that rely on advertising were hit the hardest. Many apps need user data to show targeted ads. If they cannot track users effectively, they earn less money. Meanwhile, Apple continued collecting user data while avoiding the same restrictions.
This decision is part of a wider push by European authorities to ensure that big tech companies follow fair competition rules. They want to prevent Apple from using privacy tools as a way to control the market.
Apple Pushes Back Against the Fine
Apple strongly disagrees with the French ruling. The company insists that ATT applies equally to all developers, including Apple itself.
A spokesperson said that ATT provides clear options for users. Every app, including Apple’s, must ask for permission before tracking. They also pointed out that privacy advocates and consumers support ATT. Many users prefer to have control over their personal data, which is why Apple introduced the feature.
Despite Apple’s defense, regulators believe the system was designed to favor Apple’s business model. They argue that Apple used privacy concerns as an excuse to limit competition.
Apple Faces More EU Investigations
This fine comes as Apple faces more scrutiny from European regulators. The EU’s Digital Markets Act (DMA) is bringing tougher rules for large tech companies. Apple is already under investigation for two separate issues:
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App Store Policies – The EU is looking at Apple’s rules that stop developers from linking to external payment options.
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Browser Restrictions – Regulators are also investigating how Apple limits browser choices on iPhones.
Both cases could lead to further fines or new regulations that force Apple to change its business practices. The EU wants to make sure that tech giants do not block competition while claiming to protect users.
What This Means for Apple and Developers
Apple’s fine in France is part of a growing crackdown on big tech companies in Europe. Regulators believe companies like Apple have too much control over digital markets. They want to create a fairer system where smaller developers can compete.
If Apple is forced to change ATT, it could impact how apps handle user data. Developers might find it easier to collect information for advertising. But some privacy advocates worry that this could weaken data protection for users.
The battle between privacy and competition is likely to continue. European regulators are watching closely to see if Apple’s policies harm the market. This case could lead to new rules that affect app developers, advertisers, and consumers.