Apple May Remove Anti-Tracking Feature in EU Amid Regulatory Pressure

Privacy Feature Under Threat in European Markets

Apple may be forced to disable its App Tracking Transparency (ATT) feature in European Union countries, according to reports from DPA International. The technology giant stated that intense regulatory pressure in Germany, Italy, and other European nations could compel the removal of this privacy protection tool, which the company claims would disadvantage European consumers.

Privacy Feature Under Threat in European Markets
Understanding App Tracking Transparency
Regulatory Challenges Across Europe
Industry Opposition to Privacy Features
Apple’s Response and Future Outlook

Understanding App Tracking Transparency

App Tracking Transparency, introduced in Apple’s iOS 14 updates, provides users with control over whether apps can track their activity across other applications and websites for advertising purposes. The feature prevents apps from accessing the advertising identifier on Apple devices without explicit user permission, thereby limiting the ability to collect data for targeted advertising.

According to the report, ATT represents a significant shift in how user data is handled on Apple platforms, giving individuals the choice to allow tracking requests or disable tracking entirely across all apps.

Regulatory Challenges Across Europe

Germany’s Federal Cartel Office preliminarily ruled in February 2025 that Apple abused its market power with the ATT implementation, giving itself preferential treatment despite Apple’s claims that it doesn’t collect data from third-party apps. The cartel office suggested that Apple’s restrictions made it “far more difficult” for app publishers to access user data relevant for advertising.

France’s Competition Authority fined Apple 150 million euros in March 2025, with regulators stating that Apple complicated the process for users to opt out of tracking while unfairly disadvantaging third-party developers and advertising providers. Italy is conducting a similar investigation, with a ruling expected later this year., according to technology insights

Industry Opposition to Privacy Features

Analysts suggest that ATT has faced significant opposition from advertising companies and data brokers since its introduction. Facebook notably campaigned aggressively against the feature before its rollout, positioning Apple as hostile to small businesses and taking out multiple full-page newspaper ads criticizing the privacy measure.

The advertising industry has consistently argued that such restrictions limit their ability to deliver relevant ads and measure campaign effectiveness, potentially impacting the digital advertising ecosystem.

Apple’s Response and Future Outlook

Apple stated that it has presented solutions to European regulators but faces complex requirements that would undermine App Tracking Transparency’s effectiveness. The company emphasized its commitment to keeping the feature available to European users, stating it will “continue to urge the relevant authorities in Germany, Italy and across Europe to allow Apple to continue providing this important privacy tool to our users.”

Sources indicate that the situation represents a significant test case for how privacy regulations and competition law intersect in digital markets, with potential implications for how technology companies balance user privacy with market competition requirements across the European Union.

References

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A browser promoted for protecting user privacy is reportedly engaging in dangerous malware-like behavior. Investigations reveal Universe Browser secretly alters device settings and routes internet traffic through servers in China, security analysts indicate.

Privacy Browser Accused of Malicious Behavior

Security researchers are raising alarms about a web browser application that claims to protect user privacy but allegedly functions more like spyware, according to reports from cybersecurity experts. The app, known as Universe Browser and reportedly downloaded millions of times, may be secretly installing dangerous software and redirecting user internet traffic through servers located in China, sources indicate.