Italy's antitrust authority has fined Apple 98.6 million euros after concluding that the company's App Tracking Transparency framework unfairly restricted competition within the App Store. The regulator found that while the privacy goals were valid, the implementation forced third-party developers to use redundant and burdensome consent prompts that Apple’s own services were able to avoid.
The Italian Competition Authority determined that Apple used its dominant position in the app distribution market to unilaterally impose privacy rules without consulting developers. While the agency does not dispute the importance of user privacy, it argued that the specific requirements of the App Tracking Transparency framework were disproportionate. By requiring developers to navigate complex consent processes that Apple itself could bypass with a single tap, the regulator found that the tech giant created an uneven playing field that favored its own ecosystem over independent competitors.
A primary issue cited in the investigation is the double consent requirement faced by third-party apps operating in the European Union. Because of how Apple structured its interface, developers were forced to show both a standard privacy prompt and a separate request to comply with data protection laws. The antitrust authority noted that this redundancy harms developers who rely on advertising revenue, suggesting that Apple could have achieved the same privacy protections through a single, streamlined prompt available to everyone.
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Apple has responded to the ruling by announcing its intention to appeal, maintaining that its privacy protections are designed to empower users and apply equally to all developers. The company introduced this framework in 2021 to ensure users have explicit control over how their data is tracked across different apps and websites. Despite Apple’s defense, the Italian regulator insists that the current execution of these rules serves to leverage Apple’s market power rather than purely protecting consumer data.
This fine follows a pattern of legal challenges Apple has faced across Europe regarding its advertising and privacy policies. In early 2025, French regulators issued a similar fine of 150 million euros, and ongoing investigations are currently active in Poland and Romania. These authorities are consistently looking at whether Apple’s privacy-first branding masks anti-competitive behavior that targets the digital advertising revenue of third-party rivals.
In response to mounting pressure from various European watchdogs, Apple has recently engaged in discussions to modify its consent prompts. The company is reportedly working on introducing more neutral language and simplifying the process so that third-party developers can obtain permission in a way that complies with both Apple’s rules and international law. These changes are intended to resolve concerns that the company has been using its control over the operating system to give its own advertising services a distinct advantage.
Source: Italy Fines Apple 98 Point 6 Million Over ATT Rules Limiting App Store Competition