German watchdog tells Apple to revamp tracking prompts

Germany’s Federal Cartel Office has ordered Apple to change how it asks users for permission to allow data tracking, following what officials described as a preliminary assessment of the company’s current consent prompts.

Officials said Apple’s existing screens can steer user decisions, with knock-on effects for competition in advertising and app-related services that rely on access to data. In the regulator’s view, the way choices are framed can create an uneven playing field.

Consent design concerns cited by officials According to

Consent design concerns cited by officials

According to officials According to officials, the current prompts tend to discourage users from allowing third-party data collection while leaving Apple’s own advertising services in a comparatively better position. The regulator said this results in competitive imbalance because comparable decisions are not presented neutrally for all participants involved in advertising and measurement. Officials pointed to specific interface elements they believe push users away from consenting to third-party tracking. They cited warning-style icons, wording that can be interpreted in more than one way, and differences in how similar options are displayed. The regulator said these design choices can go beyond informing users about data use. Officials argued the combined effect can influence user behavior, and that inconsistent presentation may also make it harder for users to compare Apple-related tracking with third-party requests on balanced terms.

Digital Markets Act obligations and equal treatment

Federal Cartel Office The Federal Cartel Office said the practices are inconsistent with Apple’s obligations as a designated “gatekeeper” under the European Union’s Digital Markets Act. Officials said the framework requires gatekeepers not to arrange key user decision points in ways that disadvantage third parties that depend on access to users and data on fair terms. Officials emphasized that the case is not aimed at preventing Apple from asking for consent. Instead, they described it as focused on equal treatment in the user decision flow and the competitive effects linked to how choices are presented. Four months to roll out changes across the EU Officials said Apple has been given four months to implement changes across European Union markets. The regulator’s direction calls for a redesign that removes symbols and language that can be perceived as discouraging and replaces them with a more neutral presentation of the choice. Officials also said Apple must connect third-party consent prompts with existing system-level disclosures. The stated aim is to place third-party requests in a consistent format alongside Apple’s broader privacy and data-use information, rather than presenting them in a way that singles out external parties.

Process continues as Apple responds

Officials said the action reflects continued regulatory scrutiny Officials said the action reflects continued regulatory scrutiny of how major technology platforms manage data access and user consent, and how interface design can affect third-party developers and advertising services.

Officials stressed the findings are preliminary, indicating the process may continue as Apple responds and revisions are reviewed. It remains unclear how Apple will implement the required changes in a way that satisfies the regulator while maintaining its existing approach to user privacy messaging.