Apple Favors Its Own Apps in Tracking? What You Need to Know!

Meta’s Complaint Reignites Issues with App Tracking Transparency

According to the newspaper O Globo, Brazil’s Administrative Council for Economic Defense (Cade), akin to the French Competition Authority, has launched a formal investigation against Apple. This move comes after a complaint filed by Meta, which alleges that Apple is imposing data collection restrictions on its competitors while enjoying more favorable conditions for its own apps.

The feature in question, App Tracking Transparency (ATT), rolled out with iOS 14.5 in 2021, requires all third-party apps to obtain explicit user permission before tracking them across other apps or websites. Meta argues that Apple’s native apps are not subject to the same restrictions, allowing them to gather data without presenting the mandatory consent popup.

A Mechanism Criticized by Advertising Stakeholders

The ATT has significantly altered the mobile advertising ecosystem by limiting companies’ ability to track users across apps, a cornerstone of targeted advertising. Groups like Meta, whose business model largely depends on behavioral analytics, have been particularly affected by this new privacy policy.

Since its implementation, Meta has consistently criticized the function, calling it a harmful policy to the industry that impacts advertising revenue for developers while favoring Apple’s services within a locked ecosystem.

In its statement, the Brazilian regulator noted that there is evidence that Apple collects and processes user information under more favorable conditions than those offered to third parties. It is now looking to determine whether this situation violates competition rules, creating a structural disadvantage for competing apps.

At this point, no penalties have been issued, but the investigation continues into the general application of ATT and its compatibility with Brazilian law. Depending on its findings, corrective measures or fines may be considered in the coming months.

A Global Context of Increased Scrutiny

The investigation in Brazil is part of a global regulatory environment that is increasingly strict on Apple’s privacy and competition practices. Just a few days ago, France imposed a 150 million euro fine on Apple, also related to anticompetitive practices regarding access to advertising data.

Within the European Union, new regulations like the Digital Markets Act (DMA) now require major platforms to treat their own services the same as those from third-party developers. This international pressure could prompt Apple to make adjustments in markets beyond Europe.

While Apple promotes privacy protection as a major differentiator of its products, ongoing investigations – including in Brazil – are questioning the consistency and fairness of its rule enforcement. If the antitrust regulator were to confirm preferential treatment for Apple’s apps, it could lead to financial penalties and a forced evolution of App Store policies across multiple jurisdictions.