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Italy’s antitrust regulator has charged Apple with a major penalty over its App Store practices. The Italian competition authority (AGCM) fined the US tech company and two of its divisions 98.6 million euros for abusing a dominant position in the mobile app market.
Analysts said Apple imposed stricter privacy conditions on third‑party developers than on its own services, even though it holds “absolute dominance” in how software makers reach users. The probe started in May 2023 after developers complained about restrictive rules linked to Apple’s App Tracking Transparency (ATT) framework.
According to the AGCM, Apple’s ATT system required developers to obtain explicit user consent to collect data and link it for advertising purposes. The authority described these requirements as unilateral and harmful to partners because they forced developers to duplicate consent requests.
AGCM argued that Apple’s privacy policy did not proportionately enhance user privacy and instead disadvantaged third‑party apps. Officials said the policy’s strictness was not imposed on Apple’s own advertising services, which allowed the company to benefit while competitors faced higher hurdles.
Investigators also noted that the ATT prompt had been in effect since April 2021, giving Apple ample time to adjust practices. AGCM worked with the European Commission and other regulators during its extensive inquiry. The watchdog emphasised that the case reflects a broader attempt to ensure fair competition in digital markets as technology firms wield significant influence over app distribution.
Apple pushed back against the ruling, saying it strongly disagreed with the findings. The company argued that the ATT prompt gives users a simple way to control tracking across apps and websites. In its statement, Apple said the rules apply equally to all developers, including its own services, and that the company is committed to defending strong privacy protections.
Apple plans to appeal the decision and insists that its approach aligns with European privacy regulations. The firm maintained that App Tracking Transparency has been well‑received by customers and praised by privacy advocates and data protection authorities around the world. Despite the fine, Apple emphasised that it would continue prioritising user privacy.
The Italian penalty comes amid heightened scrutiny of technology firms across Europe. In March 2025, France’s competition authority fined Apple €150 million, citing that its App Tracking Transparency (ATT) privacy framework created excessive consent prompts and disproportionately penalised smaller app publishers. This was the first antitrust penalty focused on ATT.
Meanwhile, the European Commission has been enforcing the Digital Markets Act, which bars “gatekeeper” platforms from unfairly steering users to in‑app purchases. In April, the Commission fined Apple €500 million for restricting developers from guiding customers to cheaper options outside the App Store.
Apple appealed the decision, arguing that the EU overstepped and that the required business terms were confusing. To avoid daily fines of up to €50 million, Apple updated its fee structure and allowed developers to include external payment links. European regulators say such measures are needed to ensure fair competition and protect consumers.
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