Poland has started another antitrust investigation into Apple’s App Tracking Transparency (ATT) system. The country’s competition regulator, UOKiK, wants to know if Apple misled users about privacy while gaining an advantage over rival app developers. The investigation focuses on how Apple manages data tracking across its own apps compared to third-party apps.
ATT launched with iOS 14.5 as a major privacy change. It lets users decide whether apps can track their behavior for advertising. Many users welcomed the control it offered, but developers and advertisers have raised concerns since its release.
Concerns Over Competition
According to UOKiK, Apple may have restricted advertisers’ ability to collect data while still benefiting from its own system. The regulator believes Apple may have created an uneven playing field by applying tracking limits only to outside apps.
Third-party apps must request permission to track users. However, Apple’s own apps do not always show the same prompts. Critics argue this gives Apple more freedom to use data for its services. Apple insists that it does not use this data for marketing and that users already grant consent when creating an Apple ID.
UOKiK president Tomasz Chrostny said the policy may have “misled users about the level of privacy protection” while boosting Apple’s competitive position.
Wider European Pressure
Poland is not acting alone. Regulators in Germany, Italy, and Romania are also examining ATT. Earlier this year, France fined Apple $162.4 million following a similar investigation but did not force changes to the system.
Apple argues that the advertising industry continues to fight against stronger privacy protections. The company warns that increasing pressure may force it to withdraw ATT in Europe, which it claims would harm consumers.
Possible Consequences
If UOKiK determines that Apple abused its market position, the company could face a fine of up to 10% of its annual revenue in Poland. The investigation adds to growing legal challenges Apple faces across Europe.
