France antitrust authority could order Apple to freeze the release of iOS 14 App Tracking Transparency feature – Bloomberg

Bloomberg reports that France’s antitrust authority’s upcoming ruling could impact the release of Apple’s new App Tracking Transparency (ATT) feature. Since the announcement of ATT privacy update, digital advertisers have strongly opposed it claiming that it changes how developers collect users’ data to show targeted ads to generate revenues.

The upcoming App Tracking Transparency feature will replace the currently used IDFA system to track users’ activities across third-party apps and websites. By making it compulsory for developers to see users’ permission for online tracking, digital advertisers like Facebook, Google, and others believe that they will lose personalized ad revenue as most users will choose to opt-out of tracking.
However, a startups and venture capital firms lobby group, France Digitale has filed a complaint at the french antitrust authority that Apple shows advertisements to its users without their consent in App Store, Apple News, and Stocks app. Maybe, the french antitrust commission is pressured to stop the upcoming App Tracking Transparency feature.
Apple App Tracking Transparency

An upcoming ruling by France’s antitrust commission could stop Apple from launching its App Tracking Transparency update

Bloomberg reports that the upcoming ruling could order Apple to freeze the new privacy update and engage the digital advertisers in talks to resolve their concerns. However, people familiar with the matter said that the Cupertino tech giant will not be fined. The publisher writes that,

Wednesday’s announcement could include an order for Apple to enter into talks with ad firms or even a demand for the U.S. tech giant to temporarily freeze its plans, according to people familiar with the case, who asked not to be named because the process isn’t public.

The French authority hasn’t concluded its probe and won’t announce fines or any final ruling on Apple’s planned iOS 14 software update, the people said.

App Tracking Transparency

Although, the report sites that “the French privacy regulator, said it is examining allegations that Apple’s personalized advertising feature violates European Union privacy rules”, the EU commission has praised the new App Tracking Transparency feature. But it has made it clear that Apple needs to implement the update across all apps, including its own.

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Addicted to social media and in love with iPhone, started blogging as a hobby. And now it's my passion for every day is a new learning experience. Hopefully, manufacturers will continue to use innovative solutions and we will keep on letting you know about them.

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