The App Tracking Transparency (ATT) tool that Apple unveiled in 2021 gives iPhone and iPad owners more freedom as they can now decide which apps can track their activity. While it does mean that users would be bombarded with fewer digital advertisements, the same companies that have pushed this targeted content have complained that it has now become costly for brands to advertise on the company’s platforms. This series of complaints caught the eye of a French regulatory body, who stamped a $162 million fine on Apple, which is the first time when concerning the firm’s ATT.
What is interesting about the fine for Apple’s ATT tool is that the French regulator does not require the company to make any changes
The French Competition Authority’s head, Benoit Coeure, mentioned details in a press conference reported by Reuters that the regulatory authority was not worried that the decision would result in an immediate retaliation from U.S. President Donald Trump, who has threatened to slap fines on EU countries fining U.S. companies.
“We apply competition law in an apolitical manner. But what we have heard ... is that they (U.S. authorities) intend to apply antitrust law to the big digital platforms as strictly as their predecessors. So in terms of antitrust, I don’t see any controversy between the United States and Europe on how we apply the law.”
Apple mentioned in a statement that it was disappointed about the decision taken by the French Competition Authority, but also states that the antitrust watchdog has not told the Cupertino giant to incorporate any changes to ATT, or introduced any stipulations that would remove the fine, or at the very least, reduce the monetary amount.
The compliance process may take some time to finish as Apple is waiting for rulings from regulators in Germany, Italy, Poland, and Romania, who are also investigating the ATT tool. Since the French Competition Authority has not highlighted any changes, this fine will likely be an annual affair. If any changes are made to the tool, we will update our readers, so stay tuned for more updates.
News Source: Bloomberg
About the author: Omar Sohail is a reporter and analyst for Wccftech's mobile section, specializing in the technology and business of the mobile industry. His expertise lies in the intricate hardware supply chain, covering developments in semiconductor manufacturing, chip lithography, and camera sensor technology.
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