Apple to change app data consent rules, German regulator says
Yahoo Finance ·
The Federal Cartel Office found that Apple's App Tracking Transparency framework gave its own apps more favourable consent prompts than those of third-party developers, potentially breaching competition rules. • Apple has four months to implement the changes after the decision is served. Commitments run for seven years and will be monitored by a trustee. • Under the commitments, consent pop-ups for third-party apps must be redesigned to remove discouraging language and symbols, and made visually and linguistically neutral. • Third-party app publishers will also gain more flexibility to combine Apple's required consent request with separate data-protection consent prompts. • Apple said the changes would apply in almost all European Union countries and that it had adapted the text and design of the consent prompt at the authority's request. • Developers of third-party apps, including Facebook parent Meta Platforms, aim for accurate user data so that targeted adverts can be displayed on devices. These generate more revenue than broader campaigns. • France and Italy have already fined Apple €150 million and €98.6 million, respectively, over the ATT framework. (Reporting by Matthias Inverardi and Hakan Ersen, writing by Thomas Seythal; editing by Matthias Williams)
AI 시장 분석
The German Federal Cartel Office ruled that Apple's App Tracking Transparency (ATT) framework violates competition law by favoring its own apps. Consequently, Apple must redesign third-party app consent pop-ups and wording neutrally within four months and comply for the next seven years. This measure applies to most EU countries and is expected to enhance data accessibility for third-party app developers, contributing to the recovery of advertising revenues.
상승 영향
- Big Tech/Advertising — Third-party app developers like Meta can secure more user data through neutral consent pop-ups and improve targeted ad efficiency, potentially increasing ad revenue.
하락 영향
- Apple — Self-preferencing policies within the App Store ecosystem are restricted due to pressure from German and EU regulators, raising concerns about negative impacts on service segment profitability from seven years of compliance monitoring and regulatory risks.
DYAX 전담 분석
With this corrective order from German regulators, Apple must revise its self-preferencing policies in the European market, which has a causal link directly leading to increased personalized ad efficiency and related revenues for third-party app developers like Meta. Following France and Italy, Germany's tightened regulations have put a brake on Apple's platform monopoly.
In the bullish scenario, ad-based platform companies like Meta could record increased ease of securing European user data and a rebound in targeted ad revenue. In the bearish scenario, Apple could face pressure on service segment margins as it alters the overall App Store ecosystem revenue model to comply with regulations, with key monitoring indicators being third-party app ad rates and data consent rates in Europe.
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