Italy's antitrust regulator has hit Apple with a fine exceeding €98 million ($116 million) over how the company enforces privacy rules in its App Store. The Italian Competition Authority (AGCM) ruled that Apple abused its dominant position by imposing data collection requirements on third-party developers that go beyond legal standards — and that are more restrictive than the rules Apple applies to its own iOS apps.
The fine centers on Apple's App Tracking Transparency (ATT) policy, rolled out in 2021. ATT requires third-party developers to ask users for consent before tracking their activity across apps and websites. The AGCM found that Apple's own apps need only a single consent prompt, while third-party apps must ask twice. That extra step, the regulator said, drives down opt-in rates and hurts developers who depend on personalized advertising revenue.
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Impact on Developers and the App Ecosystem
The Italian authority said Apple's double-consent requirement is excessive and was imposed without negotiation. "The Authority established that the terms of the ATT policy are imposed unilaterally and harm the interests of Apple's commercial partners," the AGCM stated. By forcing two separate consent steps, third-party developers face barriers that directly limit their ability to earn revenue through targeted ads. The decision highlights ongoing friction between developers and Apple's App Store policies — friction that extends to gaming and web3 apps relying on user data for personalized experiences.
Apple's Broader Regulatory Challenges
This fine is the latest in a string of antitrust actions against Apple in Europe. Earlier in 2025, a London tribunal ruled that Apple abused its market dominance by charging excessive commissions on app sales, potentially exposing the company to damages as high as £1.5 billion ($2 billion). The Italian ruling adds pressure, underscoring regulatory concerns that Apple's privacy protections unfairly disadvantage developers operating in the iOS ecosystem.
Frequently Asked Questions (FAQs)
Why did Italy fine Apple $116 million?
Italy's antitrust regulator determined that Apple enforces stricter privacy rules on third-party apps than on its own iOS apps, unfairly disadvantaging outside developers.
What is Apple's App Tracking Transparency (ATT) policy?
ATT requires apps to get user permission before tracking activity across other apps and websites. Apple's own apps ask once; third-party apps must ask twice.
How does this affect developers?
The two-step consent process lowers user opt-in rates, cutting into revenue for developers who rely on personalized advertising and tracking-based services.
Does this impact web3 apps?
Yes. Web3 developers building on iOS face the same tracking and consent hurdles, which can limit how they collect data for personalized user experiences.
Is this part of a larger pattern of antitrust action against Apple?
Yes. Apple is under investigation across Europe for App Store practices, including earlier rulings on excessive commissions and market dominance.
