Overview
- The Bundeskartellamt said it accepted Apple’s proposed changes and closed its investigation after the company agreed to redesign the App‑Tracking consent prompt; those announcements were published on Monday and Tuesday this week.
- Apple will remove the word “tracking,” drop alarmist icons and make the prompt visually neutral, show “Allow” above “Deny,” let apps re‑ask users after one year, and display the new prompt only when a device is physically inside the EU with Poland on a separate timetable.
- The commitments are binding: Apple has four months to implement the changes and the measures will be monitored by an independent trustee for seven years, the cartel office said.
- Separately, Apple reached an agreement with the European Commission on wider App Store rules tied to the Digital Markets Act that will take effect on 1 October 2026 and aim to change fees, alternative marketplace rules, and child‑protection measures.
- The measures change how users, developers and advertisers interact with consent requests: developers gain space to explain personalized ads and may re‑prompt users, advertisers hope for higher opt‑in rates, and regulators will watch for shifts in consent rates and ad‑revenue effects across the EU.