Apple is set to change the design and language of its data collection consent prompts after Germany’s Federal Cartel Office raised concerns that the current system favours Apple’s own apps.
The regulator said Apple’s App Tracking Transparency prompts steer users towards declining consent for third-party apps to track and use their data. At the same time, it said Apple’s personalised advertising prompts encourage consent for Apple’s own data use.
In its preliminary assessment, the Bundeskartellamt pointed to differences in wording, symbols, option order and the amount of space available to explain how data would be used.
The regulator said third-party prompts used language and visual cues that could discourage users from agreeing to app tracking. It cited a warning hand symbol, the use of the term “app tracking” and less space for developers to explain the benefits of consent.
Apple’s personalised advertising prompt, meanwhile, was found to use a different design and wording that could make consent more likely.
The changes will give third-party apps a more neutral prompt design, closer to the one used for Apple’s own services. Developers will also be able to combine or link Apple’s required prompts with other data collection consent requests.
Apple has four months to implement the revisions.
The scrutiny comes as Apple faces additional obligations as a designated gatekeeper under the European Union’s Digital Markets Act. The changes are expected to apply across almost all EU countries.
Apple introduced App Tracking Transparency with iOS 14.5, requiring apps to obtain user permission before tracking activity across other apps and websites.
