Apple Fined€150 Million ($162.42 million) by French Authorities for Anti-trust Offences

Apple has been fined €150 million ($162.42 million) by French antitrust regulators for allegedly abusing its power in mobile app advertising between 2021 and 2023.

The fine, imposed by the French competition authority, is the first time any antitrust authority has penalized Apple over its App Tracking Transparency (ATT) feature.

According to regulators, Apple’s ATT feature has unfairly squeezed out competitors in the digital ad space. The feature, designed to give iPhone and iPad users control over which apps can track their activity, has been championed by Apple as a win for user privacy. However, critics, including advertisers, publishers, and digital networks, argue that it unfairly benefits Apple while hammering smaller businesses.

The French competition authority agreed, stating that Apple’s system was “neither necessary nor proportionate” to its stated goal of protecting user data. Regulators noting that smaller publishers, who rely on third-party data for revenue, were hit hardest by the change. In addition to the fine, Apple must display the decision on its website for seven days.

This is not the end of Apple’s regulatory troubles in Europe. Germany’s antitrust watchdog is also scrutinizing ATT, accusing Apple of giving itself preferential treatment. In February, German regulators formally charged the company, adding to Apple’s growing list of legal battles across the continent.

The fallout from Apple’s ATT changes has been felt far beyond Europe. When the system rolled out in 2021, it sent shockwaves through the online advertising world.

Meta Platforms, formerly Facebook, reported a staggering $10 billion hit to its revenue before adapting with new methods to target users.

The EU executive is due to announce the results of three year-long investigations into breaches of the bloc’s Digital Markets Act, two into Apple and one into Meta. Both companies are expected to receive fines, the first issued under the DMA, with announcements that could come as late as the end of the week.

Last month, U.S. President Donald Trump declared in a memo that the DMA, which lays out rules for how tech companies should operate on the European market, would face scrutiny and could lead to reciprocal tariffs. The move has raised concerns among tech companies and regulators, who fear that it could lead to a trade war between the U.S. and the EU.

As the regulatory landscape continues to evolve, Apple and other tech companies will need to navigate the complex and often conflicting demands of regulators, consumers, and advertisers. With the EU’s Digital Markets Act and other regulations coming into force, the stakes are high, and the consequences of non-compliance are severe.