France Fines Apple €150M Over Alleged Anti-Competitive App Tracking Practices

France's competition watchdog has fined Apple €150 million ($162 million) for allegedly abusing its dominant position in the mobile app distribution market through the implementation of its App Tracking Transparency (ATT) framework.

Regulators Cite Unfair Advantage in ATT Implementation

The Autorité de la concurrence found that between April 26, 2021, and July 25, 2023, Apple applied asymmetrical rules for tracking user data, placing third-party app developers at a disadvantage compared to its own apps.

Introduced with iOS 14.5, iPadOS 14.5, and tvOS 14.5, ATT requires apps to seek explicit user consent before accessing the Identifier for Advertisers (IDFA) to track activity across apps and websites for targeted advertising.

While app developers must present users with a double-confirmation prompt for tracking consent, Apple's own apps initially did not require similar permission until iOS 15, creating an unfair competitive edge, regulators argued.

"Artificially Complex" Consent Process Criticized

The French authority described Apple’s ATT framework as unnecessarily complex, stating that it failed to comply with legal consent requirements under the French Data Protection Act.

Additionally, the regulator took issue with Apple's implementation of a single “Personalized Advertising” prompt for its own data collection, while still requiring third-party developers to go through a more burdensome consent process.

Apple Defends ATT, Faces No Mandatory Changes

Despite the ruling, the fine does not require Apple to modify ATT. Instead, the company is expected to ensure compliance with the decision.

In response, Apple defended its privacy policies, stating that the ATT prompt applies equally to all developers, including itself. The company also highlighted the strong support ATT has received from consumers, privacy advocates, and global data protection authorities.

While the fine is significant, it represents a small financial impact for Apple, which reported $36.3 billion in net income on $124.3 billion in revenue in its most recent quarter ending December 28, 2024.