Apple’s App Tracking Transparency (ATT) feature is once again under scrutiny in Germany. Several German publishing and advertising groups have asked regulators to investigate the system. They argue that the privacy tool harms competition in the mobile advertising market.
The groups hope regulators will fine Apple or require the company to modify its tracking rules. They believe Apple’s system gives the company an advantage while limiting how other businesses collect advertising data.
Antitrust Review Already Underway
Germany’s federal antitrust authority, the Bundeskartellamt, began reviewing Apple’s App Tracking Transparency framework in December. The investigation aims to determine whether the privacy feature creates unfair conditions for competing companies.
Publishers and advertising organizations claim Apple still controls the flow of important user data. Because of this, they say Apple remains the gatekeeper of advertising information across its platforms.
Industry representatives argue that Apple’s recent proposals do not address their concerns. While Apple suggested changes to prompt language and developer access requests, critics say those changes do not solve the deeper problem.
Advertising Groups Raise Key Concerns
Advertising leaders say the core issue involves how Apple handles performance measurement for ads. Currently, many forms of tracking require users to opt in before apps can collect data.
Advertisers argue this restriction hurts their ability to measure ad effectiveness. Meanwhile, they claim Apple can still operate advertising tools inside its own ecosystem.
Bernd Nauen, chief executive of the German Advertising Federation, warned that the proposed changes may not reduce the negative impact of ATT. According to him, Apple would continue controlling how companies access customer data and communicate with audiences.
These concerns grew stronger as Apple expanded its own advertising presence in products such as the App Store and Apple News.
Apple Defends Its Privacy Approach
Apple strongly rejects claims that its policies are unfair. The company says App Tracking Transparency protects user privacy and gives people control over how apps collect personal data.
Apple introduced the feature to let users decide whether apps can track their activity across different apps and websites. The company also argues that advertising companies oppose ATT because it limits unrestricted access to personal information.
Apple maintains that privacy is a fundamental human right. Therefore, it says it will continue defending ATT as a core protection for users.
Global Debate Over Digital Privacy
The debate around App Tracking Transparency reflects a broader tension between privacy protections and digital advertising. Regulators across Europe continue reviewing how large tech platforms manage user data and market power.
While France previously allowed Apple to keep the feature unchanged, Germany’s investigation may shape future rules for privacy and advertising across the European tech industry.
