Apple has been hit with a €150 million ($162.42 million) fine by France’s antitrust regulator for allegedly abusing its dominant position in mobile app advertising between 2021 and 2023. The fine, issued on Monday, is linked to Apple’s App Tracking Transparency (ATT) feature, which controls how apps track user data.
Despite the penalty, the French regulator has not mandated any changes to Apple’s privacy tool, leaving its functionality intact.
Why Apple Was Fined
The App Tracking Transparency (ATT) tool allows iPhone and iPad users to decide which apps can track their activity. While Apple promotes ATT as a privacy safeguard, critics—including advertisers and competitors reliant on online ads—argue that it disproportionately affects businesses that depend on data collection.
The case was sparked by complaints from multiple online advertising associations, publishers, and internet networks, who accused Apple of leveraging ATT to give itself an unfair advantage.
Although the French regulator acknowledged that ATT aims to enhance user privacy, it ruled that Apple’s implementation was excessive and harmed smaller publishers, who rely on third-party data to generate revenue.
What Happens Next?
In addition to the financial penalty, Apple must publish the regulator’s decision on its website for seven days. However, the ruling does not force Apple to modify ATT, meaning the privacy tool remains unchanged—for now.
Apple expressed disappointment with the fine but emphasized that no regulatory changes to ATT were required.
A Pattern of Regulatory Scrutiny
This is not the first time Apple has faced antitrust challenges in Europe. Last year, the European Commission fined the company €1.8 billion for restricting music streaming rivals on the App Store, following a complaint by Spotify.
Apple’s ATT framework is also under investigation in Germany, where regulators suspect the company of giving itself an unfair advantage over competitors.
With increasing scrutiny on Big Tech’s data privacy policies, Apple’s case in France is likely just one chapter in a broader global debate on balancing consumer privacy with fair competition.
