[App Tracking Transparency](https://9to5mac.com/guides/app-tracking-transparency/) (ATT) is an Apple privacy initiative intended to allow iPhone owners greater control over how developers collect and use their data. However, the company was accused of treating its own apps more favourably than third-party ones.The company has now agreed to apply new rules to how ATT works throughout the EU, [following an investigation](https://9to5mac.com/2026/03/09/german-publishers-push-regulators-to-fine-apple-over-app-tracking-transparency/) by the German antitrust regulator. *Update: Apple statement added at the end of the piece …*