Apple announced it will permit app developers in the European Union to use alternative consent screens for its App Tracking Transparency (ATT) system, following a multi‑year antitrust investigation by Germany’s federal competition regulator and other EU authorities. Regulators argued that the existing ATT framework favored Apple’s own apps, which can access consumer data across the ecosystem without displaying a consent prompt, while third‑party apps must show a mandatory alert.
Under the new arrangement, developers whose apps are distributed in Germany, France, Italy, Poland and Romania may replace Apple’s standard pop‑up prompt with a full‑page screen that omits the word “track,” uses “Allow” and “Reject” buttons instead of “Allow” and “Ask App Not to Track,” and allows linking to additional information about the data request. The alternative design also permits changes to colors, formatting and other visual elements.
Apple said the modified prompts will be available only to apps sold in the specified EU countries, in compliance with the legal requirements set by the competition authorities. The company also confirmed that developers will be allowed to re‑prompt users for consent one year after a user’s previous ATT choice.
The regulatory scrutiny focused on whether Apple’s ATT system created an uneven playing field by exempting its own services from the consent requirement, thereby giving Apple an advantage over competitors. While the new agreements do not eliminate the need for a user prompt, they grant developers greater flexibility in how the request is presented.
Apple has not disclosed any changes to its own apps’ data‑use practices, and the company emphasized that the adjustments are limited to third‑party apps operating in the EU.
The development marks a notable shift in Apple’s handling of privacy prompts in Europe, reflecting ongoing pressure from competition regulators to ensure a more balanced environment for app developers.
Sources
TechCrunch, “Apple will let EU apps use less alarming tracking consent screens,” September 17 2026, https://techcrunch.com/2026/09/17/apple-will-let-eu-apps-use-less-alarming-tracking-consent-screens/
Source: TechCrunch
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Story synopsis gathered from: TechCrunch — source
