Apple Faces Scrutiny from Polish Competition Authority Over App tracking Transparency
Apple is defending its App Tracking Transparency (ATT) feature as the Office of Competition and Consumer Protection (UOKiK) in Poland prepares a closer examination of the technology. The company states ATT has been “well received by our customers and praised by privacy advocates and data protection authorities around the world,” but warns that pressure from the data tracking industry could force its withdrawal, negatively impacting European consumers.
ATT allows iOS users to easily decline tracking of their activity for the purpose of personalized advertising. while Apple claims the feature is popular, it has not released specific usage data, citing a Dynata study commissioned this year which found 75% of iOS users favored the ATT function, and 75% of Android users expressed a desire for similar protections on their devices.
Apple argues that companies reliant on data collection are attempting to limit ATT’s functionality, masking their efforts “under the pretext of concern for competition.” The company emphasizes that ATT doesn’t provide Apple with any competitive advantage, as it adheres to the same tracking rules as other developers. Apple further clarifies that it does not track users itself,nor does it utilize or share user data with external companies for personalized advertising.
A recent European Union report, “Study on the impact of recent developments in digital advertising on privacy, publishers and advertisers,” supports Apple’s position, identifying ATT as a “user-friendly tool” offering choice and control over data. The report indicated that only 20-30% of Apple ecosystem users consent to tracking, while also noting a need for clearer communication regarding what tracking entails. this observation aligns with concerns raised by the UOKiK.
Apple asserts that removing ATT would primarily benefit advertisers and data intermediaries, at the expense of user privacy. The company intends to cooperate fully with the UOKiK to address the concerns and ensure continued availability of the privacy-focused feature for its users.”Cooperation will be undertaken with the Polish competition authority so that Apple can continue to offer users this valuable tool supporting privacy protection,” Apple stated.
