**Apple May Be Forced to Disable App Tracking Transparency in Europe Amid “Intense Lobbying Efforts”**
In a recent statement to the German Press Agency, Apple revealed that it might have to turn off its App Tracking Transparency (ATT) feature in Europe due to what it describes as “intense lobbying efforts.” Here’s the background and why this matters.
### What is App Tracking Transparency?
Introduced in May 2021, Apple’s App Tracking Transparency is a privacy feature that gives users control over whether apps can track their activity across other companies’ apps and websites for advertising or data-sharing purposes. Since its rollout, cross-app and cross-site tracking has dropped sharply—one study reported a 54.7% decrease in tracking rates in the United States alone.
### Impact on Online Advertising
While ATT had an immediate impact on online advertising, it was somewhat limited. Companies such as Meta have reportedly found workarounds to bypass the feature and maintain their advertising metrics. Meanwhile, some companies and advocacy groups have taken legal and regulatory action against Apple, accusing the company of anticompetitive behavior.
### Regulatory Pushback in Europe
Apple claims that these ongoing pressures, particularly in Europe, may force it to disable the ATT feature. In its statement, Apple said:
> “Intense lobbying efforts in Germany, Italy and other countries in Europe may force us to withdraw this feature to the detriment of European consumers. We will continue to urge the relevant authorities in Germany, Italy and across Europe to allow Apple to continue providing this important privacy tool to our users.”
Specifically, Germany’s Federal Cartel Office issued a preliminary assessment earlier this year suggesting that ATT could be anticompetitive, pointing out that Apple allegedly does not apply the same privacy standards to its own apps. Additionally, Apple was fined in France over ATT-related concerns a few months ago.
### Apple’s Response to Anticompetitive Allegations
Apple strongly denies these claims, stating:
> “Apple holds itself to a higher standard than it requires of any third-party developer by providing users with an affirmative choice as to whether they would like personalized ads at all. Apple has designed services and features such as Siri, Maps, FaceTime, and iMessage such that the company cannot link data across those services even if it wished to do so.”
Despite these assurances, regulators remain unconvinced, leading Apple to adopt a more defensive stance. The company portrays the dispute as being driven by lobbying from advertisers and ad-supported businesses rather than genuine concerns for European consumers’ privacy.
### What Do You Think?
Do you believe Apple is undermining its own ATT feature? Share your thoughts in the comments below.
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https://9to5mac.com/2025/10/23/apple-decries-intense-lobbying-threatens-to-turn-off-app-tracking-transparency-in-europe/