Apple has agreed to modify its App Tracking Transparency (ATT) feature in Germany following pressure from the country's competition regulator, the Bundeskartellamt.

Since introducing ATT with iOS 14.5 in April 2021, Apple has required apps to obtain user permission before tracking activity across other apps and websites for personalized advertising. Users who select "Ask App Not to Track" prevent apps from accessing the device's advertising identifier. While Apple maintains the feature protects user privacy, advertisers have criticized its impact on revenue.

In Germany, Apple will remove "possibly discouraging symbols and wording" from the ATT prompt and give apps more flexibility to explain the value of personalized advertising. Developers will also be allowed to combine Apple's consent request with data protection law requirements. Apple has four months from formal notification to implement the changes and will test them with developers first. The modifications will remain in effect for seven years.

Apple has faced similar regulatory scrutiny over ATT in other EU countries, including France, Italy, and Poland, as well as from the European Commission. Despite maintaining compliance with German competition law, Apple agreed to the changes. The company stated it believes privacy is a fundamental human right and that ATT gives users control over their data, while noting the German data protection authorities support the current prompt's effectiveness.