Apple Adjusts iPhone Tracking Prompt After German Criticism

Apple is modifying the initial pop-up window presented to iPhone users regarding app tracking after facing criticism in Germany. The window prompts users to decide whether an app can monitor their activity on other apps and websites to tailor advertisements.

The German Federal Cartel Office, or Bundeskartellamt, had been investigating since 2022 whether Apple's previous window design unfairly benefited its own applications. The authority suggested the question was framed in a way that encouraged users to decline tracking requests from third-party apps more readily than from Apple itself. Advertising companies and publishers, heavily reliant on ad revenue, have long complained about this practice.

While Apple maintains its rules were compliant, it has agreed to adjust the window. The term "tracking" will be removed, and the "Allow" button will be positioned at the top, with "Deny" below. Apps will be permitted to re-request permission after one year. Apple has a four-month deadline to implement these changes.

This revised approach will be implemented exclusively for users within the European Union, including Belgium. The adjustment effectively concludes the German investigation. Previously, France and Italy had fined Apple for similar practices, imposing penalties of 150 million euros and 98.6 million euros, respectively.