Apple Might Be Forced to Disable App Tracking Transparency in Europe

Apple’s long-standing commitment to user privacy is facing a major test in Europe. According to a report by DPA International, the company has warned that it might be “forced” to disable one of its most prominent privacy features — App Tracking Transparency (ATT) — across the European Union.

Apple stated, “Intense lobbying efforts in Germany, Italy, and other countries in Europe may force us to withdraw this feature to the detriment of European consumers.”

This bold claim signals the growing tension between Apple’s privacy principles and European regulatory pressures.

What Is App Tracking Transparency (ATT)?

Introduced with iOS 14, Apple’s App Tracking Transparency allows iPhone and iPad users to control how apps track their data across other apps and websites. The feature prevents unauthorized access to Apple’s advertising identifier unless users grant explicit permission.

In short, ATT puts privacy back into the user’s hands — ensuring that apps can’t silently collect behavioral data for ad targeting.

However, this feature has never been popular among advertisers or data brokers, who rely heavily on user tracking for personalized advertising.

The Advertising Industry Pushback

When ATT first launched, Facebook publicly condemned the feature, arguing that it would hurt small businesses dependent on targeted advertising. The company even ran multiple full-page newspaper ads portraying Apple as an obstacle to digital entrepreneurship.

Behind the scenes, large advertising networks and data firms have continued lobbying against Apple’s restrictive data policies — and now, those efforts appear to be gaining traction in Europe.

European Regulators Take Action

The friction between Apple and European regulators is intensifying. Germany’s Federal Cartel Office (FCO) opened an investigation into Apple’s ATT in 2022, suggesting that the company might be abusing its market dominance by restricting data access for others while maintaining advantages for its own services.

In February 2025, the FCO issued a preliminary ruling claiming that Apple’s ATT made it “far more difficult” for app publishers to access data relevant to advertising.

France followed suit, fining Apple €150 million in March 2025, accusing the company of complicating the opt-out process and unfairly disadvantaging third-party developers. Meanwhile, Italy’s competition authority is expected to announce its own decision later this year.

Apple’s Response: A Plea for Privacy

Despite mounting pressure, Apple insists that App Tracking Transparency is not a competitive strategy but a moral and consumer-driven stance. The company emphasizes that it does not collect data from third-party apps and is instead working to keep ATT available across Europe.

Apple reaffirmed, “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.”

However, Apple also admitted that if forced to comply with overly complex regulatory changes, it may have no choice but to disable the feature altogether — a decision that could reshape the landscape of mobile privacy in Europe.

How Users Can Still Protect Their Data

While regulatory discussions continue, users can take additional steps to keep their personal data safe. One effective way is to rely on trusted apps that handle file sharing locally rather than through cloud-based tracking systems.

This is where third-party solutions like Smart Transfer stand out.

Smart Transfer is an innovative file sharing app that enables users to copy my phone data, including contacts, photos, videos, and files, without using cloud storage or exposing personal information. It’s built around the same privacy values Apple promotes — giving control back to the user.

Whether you’re moving to a new phone or simply need to fast share data between two devices, Smart Transfer allows you to contacts files share instantly and securely through a Wi-Fi connection. There’s no need to upload data online or risk privacy breaches — everything stays between your devices.

In a world where data privacy is constantly challenged, Smart Transfer proves that speed, convenience, and security can coexist beautifully.

Final Thoughts

Apple’s ongoing battle with European regulators underscores a larger global debate — privacy versus profit. While advertisers demand access to user data, Apple continues to champion the individual’s right to choose.

Regardless of how this conflict unfolds, one thing is certain: users who value their digital privacy will always seek solutions that protect their information. Tools like Smart Transfer embody this ideal — empowering users to control their data with confidence, security, and ease.