France’s competition regulator fined Apple €150 million, saying the iPhone maker went overboard in its implementation of pop-up messages that let users consent to or reject tracking that third-party applications use for targeted advertising, ArsTechnica reported.
The App Tracking Transparency (ATT) framework used by Apple on iPhones and iPads since 2021 makes the use of third-party applications too complex and hurts small companies that rely on advertising revenue, said a press release today by the Autorité de la concurrence (Competition Authority).
The system harms “smaller publishers in particular since, unlike the main vertically integrated platforms, they depend to a large extent on third-party data collection to finance their business,” the agency said.
User consent obtained via the ATA framework “authorize the application in question to collect user data for targeted advertising purposes,” the agency said. “If consent is given, the application can access the identifier for Advertisers (IDFA), the identifiers by which each device can be tracked through its use of third-party applications and sites.” The French investigation was triggered by a complaint lodged by the advertising industry associations.
AppleInsider reported: France’s Authorite de la Concurrence, its competition authority, first announced an antitrust investigation into Apple and its App Tracking Transparency (ATT) in July 2023.
Now according to Reuters, it has released its conclusion and also fined Apple — but for less than it had previously been expected to.
As with recent reports of the European Union reducing its fines to appease the US and avoid retaliatory tariffs, France has elected to fine Apple $162.4 million, where its regulations allow for up to 10% of a company’s annual global revenue.
The Verge reported: France’s competition watchdog (Autorité de la concurrence) ordered Apple to pay €150 million (~$162.4 million) after finding that its App Tracking Transparency system allows the company to abuse its dominance in the mobile app market.
In it’s decision, the authority says the initiative — which Apple pitches as a way to give users more control of their privacy — harms small publishers and “is neither necessary for nor proportionate with” Apple’s goal of protecting personal data.
Launched in 2021, Apple’s App Tracking Transparency initiative forces developers to show two pop-ups asking for permission to track users’ data across other apps and websites. Meanwhile,, approving location tracking with Apple’s own apps requires only a single tap — and so does opting out of location services on third-party apps.
“App Tracking Transparency gives users more control of their privacy through a required, clear, and easy-to-understand prompt about one thing: tracking,” Apple spokesperson Shane Bauer said in an emailed statement to The Verge. “That prompt is consistent for all developers, including Apple, and we have received strong support for this feature from consumers, privacy advocates, and data protection authorities around the world.”