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Lead DevelopmentFACT · 4/5•17 Aug '26•Via t3n

Apple changes iPhone app-tracking prompt for EU

Apple is updating the App-Tracking prompt on iPhones for users physically located in the European Union following pressure from competition authorities and the advertising industry. The prompt will no longer use the word "tracking," the button order and labels will be changed so "Allow" appears on the top and "Deny" on the bottom, and developers may re-request cross-app tracking consent after one year. Apple says the updated screen will be shown only while a user is physically inside the EU and that it developed the changes in cooperation with the European Commission and national competition authorities. Germany’s Bundeskartellamt has ended its probe; France and Italy fined Apple €150 million (March 2025) and €98.6 million (December 2025), respectively, after months of scrutiny.

•Apple will modify the App-Tracking prompt for iPhone users while they are physically located in the European Union.
•The word "tracking" will be removed; button labels will be swapped so "Allow" is top and "Deny" is bottom.
•App developers may re-request cross-app tracking consent after one year.

Entities:Apple TargetVideo t3n

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