Apple could eliminate the App Tracking Transparency feature in Romania, as a result of an investigation by the Competition Council

Apple has announced that it may eliminate the App Tracking Transparency (ATT) feature from iPhones in Romania, which allows users to control the tracking of their activity by apps. This decision comes in the context of an investigation by the Romanian Competition Council, which suspects Apple of abusing its dominant position in the advertising market.

The ATT feature, introduced in 2020, has generated controversy in Europe, significantly affecting the online advertising industry. Apple claims that intense lobbying efforts could force the withdrawal of this feature, which would be detrimental to Romanian consumers. The company states that ATT is popular among users, with most choosing not to allow tracking of their data. Authorities in various European countries, including Germany, have opened investigations against Apple, accusing the company of anti-competitive practices. Apple is cooperating with the Competition Council to maintain this essential feature for privacy protection.