Apple revises EU app tracking prompts to ease user consent after antitrust scrutiny
Apple has agreed to modify its App Tracking Transparency requirements in several European countries following regulatory findings that the system disadvantaged third-party apps. Developers can now use full-page consent screens with altered wording, colors, and an optional link to additional information. The changes apply to apps distributed in Germany, France, Italy, Poland, and Romania, and developers may re-prompt users after one year.
The revised consent screens apply only to apps distributed in Germany, France, Italy, Poland, and Romania, reflecting agreements with national regulators. Apple’s own apps remain exempt from the tracking prompt, a point regulators said created an uneven playing field. Developers may now re-approach users who previously declined after a full year has passed, a change from the earlier one-time prompt.
The alternative prompt removes the word “track,” replaces the button text with simpler “Allow” and “Reject” options, and presents the request as a full-page screen rather than a pop-up. Developers can also add a link explaining their data practices. These adjustments aim to reduce user hesitation, which had driven most people to decline tracking, hurting ad-supported apps like Meta.
This shift could modestly improve revenue prospects for third-party apps in the affected EU markets, as softer wording and re-prompting may raise opt-in rates. However, Apple’s own data advantages remain largely intact, so the competitive balance may only partially change. Users could feel less informed or more pressured, though the optional link preserves some transparency. Regulators’ influence here may set a precedent for other regions.