From TechCrunch · Sarah Perez · · 1m 30s
Apple softens tracking screens for EU apps
After years of antitrust pressure, Apple will let European apps use friendlier consent prompts that don't scare users away from tracking.
In brief
After years of antitrust pressure, Apple will let European apps use friendlier consent prompts that don't scare users away from tracking. Apple is making its App Tracking Transparency consent screens less intimidating in five EU countries, which could help ad-supported apps get more tracking permission. Originally…
Germany's antitrust case changes Apple's rules
After a multi-year investigation by German regulators and others, Apple agreed to modify how apps ask for tracking permission on its platforms.
Apple's system favored itself over rivals
Regulators found that App Tracking Transparency unfairly benefited Apple because its own apps could use user data without showing consent screens, while third-party apps had to ask.
New screens look less scary to users
Apple will let EU apps show full-page consent screens instead of pop-ups, remove the word 'track', and change buttons from 'Allow' and 'Ask App Not to Track' to 'Allow' and 'Reject'.
Apps can explain why they need tracking
Developers can now include clickable links in consent screens that provide detailed information about how they use tracking data and why they need it.
Changes apply to five European countries
Due to legal requirements, the alternative consent screens are only available for apps distributed in Germany, France, Italy, Poland, and Romania.
Users can change their choice yearly
Apple will now allow app developers to re-prompt EU users one year after their previous tracking choice, giving users a chance to reconsider.
The short version
Apple is making its App Tracking Transparency consent screens less intimidating in five EU countries, which could help ad-supported apps get more tracking permission.
