Apple and Google have each pledged to make changes to their digital advertising practices following concerns raised by the German Federal Cartel Office (Bundeskartellamt), according to statements released Tuesday. The commitments aim to address potential anti-competitive behavior related to data collection and usage.
Apple stated it faces intense competition in every market. “The commitments announced today will enable Apple to continue to drive important innovation in privacy and security for users,” the company said in a prepared statement. Google indicated it already believes its practices are fair but welcomed the opportunity to resolve the authority’s concerns collaboratively.
The Bundeskartellamt’s scrutiny centers on the power wielded by Apple and Google in the digital advertising ecosystem. Apple’s App Tracking Transparency (ATT) framework, introduced in iOS 14.5, requires apps to obtain explicit user permission before tracking them across other apps and websites. This change significantly reduced the ability of third-party advertisers to collect data, impacting companies reliant on such tracking. A report from October 2025 highlighted the differing approaches of the two tech giants, noting Apple prioritizes strict, system-wide controls although Google balances privacy with advertising needs.
While Apple frames ATT as a privacy-enhancing feature, concerns have been raised that it also strengthens Apple’s own advertising business by limiting competitors’ access to user data. The Bundeskartellamt initiated proceedings regarding ATT rules, investigating whether Apple leveraged its market position to unfairly advantage its own services. A similar investigation was launched by the French data protection authority, CNIL, which imposed a fine on Apple related to its advertising identifier practices.
Google, in contrast, has pursued a “Privacy Sandbox” initiative, offering tools like the Topics API that aim to enable targeted advertising while preserving user privacy. This approach allows for broader data usage, albeit with a focus on transparency and user control. According to Capgo, a compliance platform, Apple’s approach involves system-wide restrictions, while Google relies more on developer guidelines.
The differing revenue models of the two companies underpin their contrasting approaches. Apple primarily generates revenue through hardware sales, while Google heavily relies on advertising revenue. This distinction influences how each company prioritizes data collection and usage. A December 2025 Reddit discussion noted that over half of the privacy labels in the App Store have been found to be inaccurate, raising questions about the true extent of data collection practices.
In January 2026, Apple announced a partnership with Google to integrate Google’s Gemini AI into its services, emphasizing its commitment to privacy. The company’s Safety Check tool, designed to help users quickly review and manage access granted to others, gained prominence alongside the announcement. The outcome of the Bundeskartellamt’s investigation and the specific details of the commitments made by Apple and Google remain to be fully disclosed.
