app-tracking-transparency

While Apple has long used privacy as a selling point for both its hardware and services, I do wonder whether it now regrets introducing one privacy measure: App Tracking Transparency (ATT).

For something with rather limited scope, it sometimes feels like scarcely a month goes by without a new antitrust lawsuit or regulator challenging it. A third ATT lawsuit is being brought in the UK – this one with a twist.

This piece has been updated with a response by Apple at the end of the piece …

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App Tracking Transparency (ATT) is an Apple privacy initiative intended to allow iPhone owners greater control over how developers collect and use their data. However, the company was accused of treating its own apps more favourably than third-party ones.

The company has now agreed to apply new rules to how ATT works throughout the EU, following an investigation by the German antitrust regulator. Update: Apple statement added at the end of the piece …

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A competition regulator has accused Apple of misleading users about the level of privacy offered by the App Tracking Transparency feature. That accusation, while made in good faith, is based on a misunderstanding.

The iPhone maker has responded by saying that it may be forced to withdraw the privacy protection from EU users …

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