Apple threatens to turn off App Tracking Transparency in Europe

In a statement to the German Press Agency, Apple claimed that it may have to turn off App Tracking Transparency in Europe as a result of “intense lobbying efforts”. Here’s why.

A bit of context

In May 2021, Apple introduced App Tracking Transparency (ATT), a privacy feature that lets users choose whether apps can track their activity across other companies’ apps and websites for advertising or data-sharing purposes.

Following the rollout of the feature, cross-app and…