EU Antitrust VP Warns Apple to Give Equal Treatment to All Apps Amid Tracking Changes

Amid Apple's planned privacy changes that will require app developers to ask for permission before tracking users for advertising purposes, European Commission VP Margrethe Vestager today warned Apple that it must treat all apps equally, including its own.

app tracking transparency prompt ios 14
In an interview with Reuters, Vestager said that if Apple is not treating its apps in the same way when it comes to the privacy requirements, "it can be competition" that could lead to antitrust issues.

Facebook, the most vocal opponent of Apple's upcoming privacy changes, has claimed that Apple's plans are anti-competitive because Apple's own apps are exempt from the rules. Apple plans to force app developers to ask users before accessing the advertising identifier (IDFA) on user devices for ad tracking purposes, with the requirement to be enforced when iOS 14.5 and iPadOS 14.5 are released.

Apple has clarified that the opt-out options apply to all developers who track users, including Apple, but Apple will not need to use the pop ups asking for permission because its advertising platform does not track users.

Vestager told Reuters that thus far, she has not received complaints about Apple's changes, and that she thinks it's a good move for privacy. "It is a very good thing to have a clear opt-out option. If you look at the Digital Services Act, the Digital Markets Act, these are some of the solutions we are looking at there," she said.

Popular Stories

apple tv 4k new orange

New Apple TV Expected Later This Year With These New Features

Saturday July 12, 2025 3:09 pm PDT by
A new Apple TV is expected to be released later this year, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the next Apple TV, according to rumors. Rumors Faster Wi-Fi Support The next Apple TV will be equipped with Apple's own combined Wi-Fi and Bluetooth chip, according to Bloomberg's Mark Gurman. He said the chip supports ...
iphone 16 pro ghost hand

5 Reasons to Skip This Year's iPhone 17 Pro

Thursday July 10, 2025 4:54 am PDT by
Apple will launch its new iPhone 17 series in two months, and the iPhone 17 Pro models are expected to get a new design for the rear casing and the camera area. But more significant changes to the lineup are not expected until next year, when the iPhone 18 models arrive. If you're thinking of trading in your iPhone for this year's latest, consider the following features rumored to be coming...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 16 New Features

Friday July 11, 2025 12:40 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are only two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:A redesigned Dynamic Island: It has been rumored that all iPhone 17 models will have a redesigned Dynamic Island interface — it might ...
Apple Watch Ultra 2 Complications

Apple Watch Ultra 3: What to Expect

Sunday July 13, 2025 10:30 am PDT by
The long wait for an Apple Watch Ultra 3 is nearly over, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the Apple Watch Ultra 3:Satellite connectivity for sending and receiving text messages when Wi-Fi and cellular coverage is unavailable 5G support, up from LTE on the Apple Watch Ultra 2 Likely a wide-angle OLED display that ...
iphone 16 pro pro max

iPhone 17 Pro Models With BOE Displays Will Be Sold in China Only

Thursday July 10, 2025 11:59 pm PDT by
iPhone 17 Pro and iPhone 17 Pro Max models with displays made by BOE will be sold exclusively in China, according to a new report. Last week, it emerged that Chinese display manufacturer BOE was aggressively ramping up its OLED production capacity for future iPhone models as part of a plan to recapture a major role in Apple's supply chain. Now, tech news aggregator Jukan Choi reports...
top stories 2025 07 12

Top Stories: iPhone 17 Pro Rumors, iOS 26 Beta 3, and More

Saturday July 12, 2025 6:00 am PDT by
The iOS 26 public beta release is quickly approaching, while developers have recently gotten their hands on a third round of betas that has seen Apple continue to tweak features, design, and functionality. We're also continuing to hear rumors about the iPhone 17 lineup that is now just about right around the corner, while Apple's latest big-budget film appears to be taking off, so read on...

Top Rated Comments

cmaier Avatar
58 months ago

So… don't call it an app, just make it an integrated part of the OS? ?
The article says apple doesn't track users, so apple has no need to use the popup. Same as any other developer who doesn't track users.
Score: 45 Votes (Like | Disagree)
SDJim Avatar
58 months ago

Apple has clarified that the opt-out options apply to all developers ('https://www.macrumors.com/2020/12/16/apple-responds-to-facebook-tracking-criticism/') who track users, including Apple, but Apple will not need to use the pop ups asking for permission because its advertising platform does not track users.
WHY is this soooo hard for people to grasp??? If it were better understood, there would be a LOT of people suddenly dropping Android for iOS.

People don't get it, though. Technology is magic. Technology steals your data. Therefore, all technology works the same and steals your data.
Score: 29 Votes (Like | Disagree)
I7guy Avatar
58 months ago
Pop up in Apple apps:

"Apple apps do not track users or use tracking cookies or other technologies. Press OK to confirm you understand this or press Cancel to exit the app if you do not like not being tracked."
Score: 21 Votes (Like | Disagree)
subjonas Avatar
58 months ago
I prefer being tracked. It makes me feel important.
Score: 14 Votes (Like | Disagree)
dannyyankou Avatar
58 months ago

In an interview with Reuters ('https://www.reuters.com/article/idUSL1N2KE243'), Vestager said that if Apple is not treating its apps in the same way when it comes to the privacy requirements, "it can be competition" that could lead to antitrust issues.
Well the funny thing is that Apple doesn’t need a pop up warning for their own apps because they don’t track your activity.
Score: 11 Votes (Like | Disagree)
coolfactor Avatar
58 months ago

One thing I’ve noticed, Messages does not require permission to access my photos.
Messages gets a free pass because it's integrated into the OS deeply, not an installable app. Same as the Phone app needing access to Contacts. This would stand up in court.
Score: 11 Votes (Like | Disagree)