GoKawiilApple to offer softer App Tracking Transparency prompts in five EU countries
Apple has agreed to revise its App Tracking Transparency consent screens for apps distributed in Germany, France, Italy, Poland, and Romania, following antitrust scrutiny led by Germany's competition regulator. The changes include full-page prompts instead of pop-ups, removal of the word 'track,' relabeled buttons reading 'Allow' and 'Reject,' new colors and formatting, and an optional link to more detailed explanations from developers.
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Regulators argued the original ATT system gave Apple's own apps an unfair advantage by exempting them from the same consent hurdles imposed on rivals, disadvantaging ad-supported businesses like Meta. This settlement shows how European antitrust pressure can force Apple to alter core platform policies without fully dismantling privacy protections, potentially reshaping ad revenue dynamics for third-party developers in these markets.
- Apple will offer an alternative, less alarming ATT consent screen only in Germany, France, Italy, Poland, and Romania.
- Changes include full-page prompts, relabeled buttons, new formatting, and links to more information, but users are still prompted for consent.
- The move follows a multi-year antitrust probe into claims that ATT favored Apple's own apps over competitors reliant on tracking-based advertising.
Source: techcrunch.com — Sarah Perez, 2026-09-17
Published there as: “Apple will let EU apps use less-alarming tracking-consent screens”
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