Apple has agreed to comply with revised App Tracking Transparency (ATT) rules in the European Union following an investigation by Germany's Federal Cartel Office (FCO). The company will implement eight changes to its ATT system, including removing the word "track" from prompts, changing the prompt graphic from orange to blue, and converting the ATT prompt to a full-page format. Additional modifications include updating choice buttons from "Allow" and "Ask App Not to Track" to "Allow" and "Reject," allowing formatting changes in prompts, and enabling developers to provide extra GDPR information directly within the prompt. Developers will also be able to re-prompt users annually and make minor adjustments to Personalized Ads prompt language. Apple emphasized its commitment to maintaining ATT in EU countries, noting support from privacy campaigners and data protection authorities. The company reiterated that its own apps don't display the ATT prompt because Apple doesn't use personal data from apps for targeted advertising or ad effectiveness measurement, treating third-party apps identically.

The FCO's primary concern was that Apple's existing prompt made app tracking appear more threatening than necessary. These changes aim to provide users with clearer choices regarding personalized advertising while maintaining strong privacy protections.

The investigation also addressed concerns about Apple's own advertising business, with the company stating it doesn't collect data through its first-party apps for personalized ad delivery.

Industry analysts view these changes as beneficial for all parties, providing users with more accurate information while preserving privacy safeguards.