Apple Hit with $162M French Fine Over Controversial Privacy Feature
France has fined Apple €150 million ($162 million) for abusing market power through its App Tracking Transparency (ATT) privacy tool, marking the first global antitrust penalty specifically targeting this feature.
The French Competition Authority ruled on March 31, 2025, that Apple's ATT implementation unfairly disadvantages competitors while benefiting Apple's own advertising business. This comes just one year after the EU's €1.8 billion fine over App Store music streaming practices.
The core issues with ATT include:
- Disproportionately affects smaller advertisers and app developers
- Creates an uneven playing field in mobile advertising
- Implements privacy features that regulators deemed "neither necessary nor proportionate"
- Favors Apple's advertising business while restricting competitors
While Apple defends ATT as a privacy-protection measure, critics argue it's designed to eliminate competition under the guise of user protection. The complaint, filed by digital advertising and media groups, successfully demonstrated how ATT damages the mobile advertising ecosystem.
Notably, the ruling doesn't require immediate changes to ATT, leaving Apple to determine how to address the issues. However, similar investigations are underway in Germany, Italy, Poland, and Romania, suggesting this could be the beginning of broader regulatory challenges for Apple.
The fine represents a significant blow to Apple's privacy-focused image and sets a precedent for how regulators may view privacy tools that impact market competition. With billions in advertising revenue at stake, this ruling could have far-reaching implications for the mobile advertising industry.