Apple has warned that it may be forced to disable App Tracking Transparency (ATT) in Europe due to what it calls “intense lobbying efforts” in countries like Germany and Italy.
Introduced in 2021, ATT lets users block apps from tracking their activity across other apps and websites, leading to a major drop in tracking rates and affecting advertisers such as Meta. However, regulators in Europe argue that Apple applies different privacy standards to its own apps, calling the system potentially anticompetitive.
Apple denies the claims, insisting it holds itself to higher standards and that removing ATT would harm consumer privacy — framing the dispute as an advertiser-driven push against user control.
Source: 9to5Mac
