Italy’s competition authority has fined Apple €98.6 million, or about $116 million, over how it applied privacy rules in its App Store. The decision follows an investigation into Apple’s App Tracking Transparency system. Regulators said Apple’s actions affected competition in the mobile app market. The fine was announced in December 2025.
The case centers on Apple’s App Tracking Transparency (ATT) feature, which was introduced in 2021. This system requires apps to ask users for permission before tracking their activity across apps and websites. Apple said the feature was designed to give users better control over their personal data. Privacy protection was presented as the main goal.
However, Italian regulators found issues with how the system was enforced. According to the ruling, third-party app developers were required to request user consent more than once. This extra step made it harder for developers to collect data needed for advertising. As a result, many developers faced reduced revenues.
The authority also said Apple’s own apps were treated differently. While third-party developers faced stricter consent requirements, Apple’s services were not affected in the same way. This created an imbalance in the market. Regulators said this amounted to an abuse of Apple’s dominant position.
Italy’s competition watchdog concluded that Apple’s approach went beyond what was necessary to protect privacy. It said the rules placed unnecessary burdens on developers who rely on advertising. Smaller app makers were especially affected. The authority argued that privacy goals could have been met in a fairer way.
Apple has strongly disagreed with the ruling and confirmed it will appeal the fine. The company said its privacy rules apply equally to all developers, including Apple itself. Apple also stated that users value stronger privacy protections. According to the company, ATT has been widely supported.
The Italian decision follows similar regulatory actions in Europe. Earlier, French authorities fined Apple over concerns linked to the same privacy feature. European regulators are increasingly examining how large technology companies apply privacy rules. The focus is on whether these rules also impact competition.
The case highlights a broader debate in the tech industry. Regulators are trying to balance user privacy with fair competition in digital markets. Apple argues privacy must come first, while authorities question how it is implemented. The outcome of the appeal could shape future enforcement across Europe.
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