Apple has been fined €150 million by France’s antitrust authority for allegedly abusing its dominant position in the mobile app market. The penalty targets Apple’s App Tracking Transparency (ATT) tool, a feature introduced in 2021. While Apple claims ATT enhances user privacy, regulators argue that it unfairly benefits Apple’s own apps at the expense of competitors.

Apple’s ATT Tool Faces Scrutiny

ATT was introduced as a way to give users more control over their data. The feature requires third-party apps to ask for permission before tracking users across other apps and websites. This policy disrupted the advertising industry, particularly hurting companies like Meta and smaller developers that rely on targeted ads for revenue.

However, French regulators claim Apple implemented ATT in a way that gives itself an unfair advantage. Unlike third-party developers, Apple’s own apps do not display the same tracking permission pop-ups. This, according to regulators, creates an uneven playing field by making it easier for Apple to collect user data while limiting competitors’ access.

Regulators Highlight Unequal Consent Requirements

The French Competition Authority did not take issue with the idea of ATT itself. Instead, the fine was imposed because of how Apple enforced the rules. Investigators found that users had to confirm their tracking preferences twice when using third-party apps but did not need to go through the same process for Apple’s apps.

This discrepancy, according to the regulator, put external developers at a disadvantage. By making it harder for third-party apps to collect data while allowing its own apps to bypass these restrictions, Apple allegedly created an anti-competitive environment. The ruling states that Apple’s policies distorted competition and strengthened its own position in the mobile advertising space.

Apple Defends ATT as a Pro-Privacy Tool

In response to the fine, Apple denied any wrongdoing. The company insisted that ATT applies equally to all developers, including Apple itself. “The App Tracking Transparency framework gives users control over their data with a clear and simple prompt,” Apple stated. The company also highlighted strong support from privacy advocates and users who value greater transparency in data collection.

Apple further argued that the policy was designed to protect consumers from intrusive tracking practices. The company emphasized that ATT was introduced in response to growing concerns about digital privacy, with governments and advocacy groups pushing for stronger data protection measures.

Wider Regulatory Pressure on Apple

The fine comes at a time when Apple is already under intense scrutiny in Europe. The European Union is conducting two major investigations into the company under the Digital Markets Act (DMA).

One investigation focuses on Apple’s App Store policies, which restrict developers from promoting discounts or alternative payment options outside Apple’s ecosystem. The second looks at Apple’s limitations on web browser choices for iOS users. Regulators are questioning whether these practices violate fair competition laws.

The European Commission is expected to issue rulings on these cases soon. If Apple is found in violation of the DMA, it could face additional fines or be forced to change its business practices in Europe.

Apple’s History of Antitrust Disputes

This is not the first time Apple has faced accusations of anti-competitive behavior. The company has been involved in several legal battles over its App Store policies, both in Europe and the United States.

In 2020, Epic Games sued Apple, arguing that the App Store’s rules unfairly restricted competition. The lawsuit challenged Apple’s requirement that developers use its in-app payment system, which takes a 30% commission. A U.S. court ruled that Apple must allow developers to inform users of alternative payment options, but the ruling largely favored Apple in other areas.

Additionally, the EU has previously fined Apple for failing to comply with fair competition laws. In 2016, the European Commission ordered Apple to pay €13 billion in back taxes to Ireland after ruling that the company had received illegal tax benefits. Apple has also faced criticism from Spotify, which has accused the company of using its App Store rules to stifle competition in the music streaming market.

Future Implications for the Mobile Industry

Apple’s ongoing battles with regulators could have major implications for the mobile industry. If European authorities continue cracking down on the company’s business practices, Apple may be forced to make significant changes to how it operates in the region.

Some experts believe that stricter regulations could push Apple to revise its App Store policies worldwide. Other tech giants, including Google and Meta, are also facing increasing pressure to comply with digital competition laws.

For app developers, the French ruling highlights the ongoing challenges of competing in a marketplace dominated by Apple and Google. Many developers rely on ad revenue to keep their businesses running, and policies like ATT have made it harder to target users effectively.

France’s decision to fine Apple €150 million underscores the growing regulatory scrutiny tech giants face over their business practices. While Apple argues that ATT is a privacy-focused feature, French regulators see it as a tool that gives the company an unfair advantage.

With additional investigations underway in the EU, Apple’s legal troubles may not end here. The outcome of these cases could shape the future of app store policies and digital advertising.