Apple’s ATT framework exempted its own apps from consent prompts, study finds

The German competition authority reported that Apple’s App Tracking Transparency (ATT) framework exempted its own iOS apps from consent prompts far more often than rival apps [Bundeskartellamt].

What the report found

The 2026 Bundeskartellamt analysis covered 1,200 app launches across social, gaming, productivity, news and health categories. Apple‑owned apps displayed the ATT consent dialog in just 9 % of launches, while comparable third‑party apps triggered the dialog in 71 % of cases. The disparity persisted on iOS 17.2 and iOS 17.3, indicating a systematic policy choice rather than a transient bug.

The authority also identified an internal analytics platform that can bypass the ATT prompt entirely for any app flagged as “Apple‑first,” a classification not disclosed to developers. Rival apps must obtain explicit user consent for every identifier‑sharing request, as required by ATT.

Implications

The bias breaches the EU Digital Services Act’s non‑discrimination clause, exposing Apple to fines up to €10 million per day. It forces third‑party developers to design around a consent barrier that Apple’s apps avoid, inflating development costs and reducing iOS’s attractiveness as a launch platform. Bundeskartellamt has signaled intent to coordinate with the European Commission, opening the possibility of EU‑wide antitrust enforcement.

Editor’s take

Apple’s selective ATT implementation violates EU competition law. Regulators should require uniform consent prompts to prevent a de‑facto monopoly in the iOS ecosystem [Bundeskartellamt].

Reader poll

Which ATT enforcement model do you back?

• Uniform consent prompts for all apps (including Apple’s)
• Apple‑first exemption with limited data sharing
• No consent prompts at all
• A hybrid model with opt‑out for non‑essential tracking