France’s competition watchdog has slapped Apple Inc. with a €150 million (£128 million) fine following a comprehensive investigation into the company’s approach to data tracking consent on iOS devices.
The probe centred on how Apple’s App Tracking Transparency (ATT) framework affects both users and third-party advertisers.
French Antitrust Authority Raises GDPR Concerns
The Autorité de la Concurrence, France’s antitrust authority, concluded that Apple’s implementation of its ATT system does not allow app developers to operate in full compliance with the European Union’s General Data Protection Regulation (GDPR).
According to a Bloomberg report, the French regulator stated that the framework forces apps to present multiple consent requests, thereby complicating the user experience and making apps more difficult to use.
Furthermore, the authority argued that Apple’s tracking policy was:
- “Neither necessary nor proportionate”
- Implemented in a way that is “abusive within the meaning of competition law”
While the framework itself wasn’t deemed inherently “problematic”, its execution raised significant legal and ethical issues under European competition standards.
US Tensions May Rise Over Tech Penalties
The French regulator’s hefty fine against Apple could have international repercussions, particularly across the Atlantic. In past instances, American officials have taken issue with European actions targeting major US-based technology firms.
Former US President Donald Trump had previously cautioned European nations against imposing what he deemed “disproportionate” sanctions on American tech giants. He warned that such moves could prompt retaliatory measures, including higher tariffs on European goods.
Though Trump is no longer in office, the sentiment reflects a broader concern within US political circles regarding what is often viewed as unfair treatment of Silicon Valley companies by European regulators.
The ruling against Apple could thus reignite trade tensions between the US and the EU, especially if it’s perceived as part of a wider pattern of European scrutiny disproportionately targeting American innovation leaders.
Similar fines in the past—aimed at other US companies like Google and Meta—have already added strain to transatlantic tech relations.
As digital privacy and data protection become increasingly politicised, this latest decision may trigger diplomatic discussions or even calls for policy reviews on how such cases are handled in the future.
Advertisers Claim Revenue Impact from 2021 Changes
The investigation was launched after a coalition of advertisers filed a complaint against Apple, claiming that the introduction of ATT in 2021 significantly impacted their advertising revenues.
The French authority examined whether Apple gave preferential treatment to its own services while enforcing stricter consent rules on rival apps.
Apple Maintains Compliance with EU Privacy Rules
Apple has responded by defending its policy, stating that it enhances user privacy by empowering individuals with control over how their data is tracked.
According to the company, the rules are designed to give users “more control by requiring all apps to ask permission before tracking them”. Apple also maintained that it is “in full compliance with EU regulations”.
