Apple is set to modify its approach to user consent for personalized advertising on its devices, including iPhones and iPads, following scrutiny from Germany's competition authority, the Bundeskartellamt. The regulator announced on Monday that Apple has committed to changes that will enhance fairness in how third-party app providers seek user consent, effectively concluding a lengthy competition investigation.

The Bundeskartellamt expressed concerns regarding Apple's App Tracking Transparency Framework, which required third-party apps to obtain additional consent through prompts defined by Apple for certain types of data usage across companies. This framework, however, did not impose the same requirements on Apple’s own applications, raising competition issues.

Andreas Mundt, President of the Bundeskartellamt, emphasized the importance of protecting personal data and privacy while using applications. He stated, "It is key that personal data and privacy are protected effectively when using apps. Apple is allowed to provide for a level of protection for its users that exceeds the minimum legal requirements. However, if Apple sets up additional rules within its ecosystem for the use of data, these rules must... not treat its own offerings better than those of its competitors."

As part of the commitments made to the Bundeskartellamt, Apple will align its consent prompts for its own apps with those for third-party applications. This includes removing potentially discouraging symbols and wording from the predefined requests directed at third-party developers. Furthermore, app publishers will gain greater flexibility in how they combine Apple's consent requests with those mandated by data protection laws, ensuring clarity for users.

Mundt clarified that the objective of these changes is not to boost consent rates for personalized advertising but to empower users to make informed choices. He stated, "Users who do not wish to allow their data to be used for personalized advertising must be able to make an equally free and informed decision as users who intend to consent to such data use."

The investigation into Apple's practices began in June 2022, following findings that the company held a dominant position affecting competition across various markets. This was further confirmed by Germany's Federal Court of Justice in March 2025. Apple has been given a four-month timeline to implement the agreed changes, which will be monitored by an independent trustee over a period of seven years.

This regulatory action follows previous penalties imposed on Apple by competition authorities in France and Italy, which fined the company €150 million and €98.6 million, respectively, for similar issues related to its App Tracking Transparency Framework. The ongoing scrutiny highlights the increasing focus on data privacy and fair competition in the digital landscape, particularly concerning large tech companies like Apple.