Apple has been fined €150 million ($162.4 million) by French antitrust regulators for allegedly abusing its dominant position in mobile app advertising through its App Tracking Transparency (ATT) tool.
The decision marks the first time any antitrust authority has penalized Apple over ATT.
Apple responded to the ruling, stating: “While we are disappointed with today’s decision, the French Competition Authority has not required any specific changes to ATT.” The company claims the French regulator has not specified how Apple should adjust its practices.
Why It Matters
The ruling underscores growing regulatory scrutiny over Apple’s privacy policies and their impact on competition in digital advertising.
The fine follows a larger €1.8 billion penalty imposed by the European Union last year for allegedly favoring Apple Music over rival streaming services on its App Store. The case highlights ongoing tensions between major tech companies and regulators worldwide.
The Big Picture
Apple’s ATT tool, introduced in 2021, gives iPhone and iPad users control over which apps can track their activity for targeted advertising.
While Apple positions the feature as a privacy safeguard, critics argue it disproportionately affects third-party advertisers and favors Apple’s own ecosystem.
Industry associations, including Alliance Digitale and the Syndicat des Regies Internet (SRI), which brought the complaint, claim ATT places smaller publishers at a disadvantage by limiting their ability to collect third-party data for ad revenue.
French regulators concluded that while Apple’s privacy objectives were valid, the way ATT was implemented was neither necessary nor proportionate.
The fine comes amid a broader wave of regulatory action against Big Tech across Europe. Authorities in Germany, Italy, Poland, and Romania are also investigating Apple’s ATT tool, raising the potential for further penalties.
French Competition Authority chief Benoit Coeuré emphasized that competition laws are enforced impartially, dismissing concerns about U.S. retaliation over European fines on American companies.
What’s Next
Apple is expected to wait for rulings from other European regulators before making significant adjustments to ATT. The case may also influence ongoing debates on data privacy, digital advertising, and fair competition, potentially leading to further regulatory actions against dominant tech firms.
The coming months will be critical as investigations across Europe unfold, potentially shaping the future of digital advertising and data privacy policies.
Source: Reuters
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