Apple was hit with a 150 million euro ($162.42 million) fine by French antitrust regulators on Monday, March 31, 2025, for abusing its dominant position in mobile app advertising on its devices through a privacy control tool. This penalty marks the first time any antitrust regulator has fined Apple over its App Tracking Transparency (ATT) tool, which has become a focal point of contention in the digital advertising landscape.
The French Competition Authority's decision comes in the wake of complaints from several associations representing online advertisers, publishers, and internet networks. These groups accused Apple of leveraging its market power to impose restrictions that disproportionately impact smaller publishers, who rely heavily on the collection of third-party data to sustain their businesses.
According to the French regulator, "While the objective pursued by ATT is not in itself open to criticism, the way it is implemented is neither necessary nor proportionate to Apple's stated objective of protecting personal data." This statement underscores the tension between privacy initiatives and the economic realities faced by smaller entities in the digital advertising ecosystem.
Despite the significant financial penalty, the French watchdog did not mandate any changes to Apple’s ATT tool. In a statement, Apple expressed its disappointment regarding the ruling but noted that no specific alterations to the privacy control were required. "While we are disappointed with today’s decision, the French Competition Authority has not required any specific changes to ATT," the company stated.
This fine is relatively small compared to the 1.8 billion euro penalty imposed by the European Union on Apple a year earlier for hindering rival music streaming services via restrictions on its App Store. That case was initiated by a complaint from Swedish streaming service Spotify, highlighting ongoing scrutiny of Apple's practices in Europe.
Benoit Coeure, head of the French Competition Authority, addressed concerns regarding potential retaliation from U.S. authorities, particularly in light of past threats from former President Donald Trump to impose fines on EU countries penalizing American companies. Coeure affirmed, "We apply competition law in an apolitical manner," suggesting that the enforcement of antitrust laws would continue irrespective of political pressures.
The ATT tool allows users of iPhones and iPads to choose which apps can track their online activities, a feature that has drawn criticism from digital advertising and mobile gaming companies. Many argue that it complicates the advertising process and increases costs for brands wishing to market on Apple’s platforms.
Looking ahead, the compliance process for Apple could extend over time as the company awaits rulings from regulators in Germany, Italy, Poland, and Romania, who are also investigating the implications of the ATT tool. Coeure indicated that it is now up to Apple to ensure compliance with the ruling, although the specifics of how to achieve this have not been clearly defined by the regulator.
The French case, which examined Apple's practices from 2021 to 2023, has been viewed as a crucial development for advertisers who have long criticized the tech giant's market behaviors. The decision was hailed as a significant victory by the Alliance Digitale, Syndicat des Regies Internet (SRI), Union des Entreprises de Conseil et d’Achat Média (Udecam), and the Groupement des Éditeurs de Services en Ligne, all of whom were involved in the complaints against Apple.
As the digital advertising landscape continues to evolve, the implications of this ruling may resonate beyond France. With regulators in various countries scrutinizing Apple’s practices, the outcome of these investigations could shape the future of mobile advertising and privacy controls across the globe.
In summary, the French antitrust fine against Apple highlights the ongoing tensions between privacy initiatives and the needs of smaller publishers in the digital advertising ecosystem. As scrutiny of Apple’s practices intensifies, the tech giant faces mounting pressure to balance its privacy objectives with the economic realities of its business operations.
