France’s competition authority has fined Apple €150 million for unfairly restricting third-party apps. Regulators say Apple abused its power in the app distribution market, making it harder for competitors to operate on iPhones and iPads.
Apple’s App Tracking Transparency Under Fire
The controversy centers on Apple’s App Tracking Transparency (ATT) tool, introduced in 2021. Apple markets ATT as a privacy feature that allows users to control how apps collect their data. Under ATT, apps must ask for permission before tracking users.
However, France’s competition watchdog argues that Apple unfairly applied ATT. While third-party apps must go through multiple steps to get user consent, Apple’s own apps do not face the same restrictions. This, regulators say, gives Apple an unfair advantage.
For smaller developers that rely on advertising revenue, this policy has made it harder to reach users. Many rely on targeted ads, which require tracking permissions. The watchdog says Apple’s setup creates an uneven playing field and restricts competition in the iOS and iPadOS ecosystem.
Regulator Criticizes Apple’s “Asymmetrical” Rules
France’s competition authority clarified that it does not oppose ATT itself. Instead, it objects to how Apple enforces the policy.
Apple’s rules force third-party apps to display pop-ups asking users for tracking consent multiple times. Meanwhile, Apple collects user data from its own services without requiring similar permission.
Regulators say this “asymmetrical” approach favors Apple’s own apps. It limits user choice and distorts competition. The watchdog argues that Apple’s policy goes beyond privacy protection and serves to strengthen its market dominance.
Apple Defends Its Privacy Approach
Apple has rejected the fine, defending ATT as a privacy-friendly tool. The company says it applies the same rules to all developers, including itself.
“The prompt is the same for everyone, including Apple,” an Apple spokesperson said. “Users deserve control over their data, and ATT ensures transparency in how apps track them.”
Apple also pointed out that ATT has broad support from privacy advocates. Many users prefer to limit app tracking, and Apple claims that ATT gives them an easy way to do so.
EU Regulators Increase Pressure on Apple
The French ruling adds to Apple’s growing regulatory troubles in Europe. The European Commission is investigating two additional cases against Apple.
One case concerns App Store restrictions. Apple does not allow developers to direct users to alternative payment options. This rule prevents apps from offering discounts or subscriptions outside of Apple’s payment system, where Apple takes a commission.
The second case examines Apple’s control over browser choices on iPhones. Regulators are looking into whether Apple limits competition by making it harder to use third-party browsers instead of Safari.
These cases reflect the EU’s increasing scrutiny of Big Tech. Regulators argue that Apple’s privacy policies may also serve as a tool to suppress competition. As digital markets evolve, authorities aim to prevent tech giants from using their platforms to stifle rivals.
A Warning to Big Tech
The €150 million fine serves as a warning to Apple and other major tech firms. France’s ruling signals that regulators are paying close attention to how digital companies shape competition.
Apple’s ATT policy is not the only case raising concerns. Other companies, including Google and Meta, face scrutiny over how they collect and use consumer data. Policymakers worldwide are working to balance privacy protection with fair competition.
The outcome of Apple’s ongoing EU cases could set important precedents. If the company is forced to change its App Store and browser policies, it could reshape how mobile ecosystems function.