# Apple Updates App Tracking Transparency Framework in the EU

New changes allow alternative prompts and annual re-prompting for EU users.

- **Source:** [Daring Fireball](https://brifing.si/source/bbc604d1-4212-4e70-9dbd-e291115f1f22)
- **Published:** 2026-09-23
- **Original article:** <https://developer.apple.com/app-store/user-privacy-and-data-use/>
- **On Brifing:** https://brifing.si/s/f9705e47-434f-45e6-b318-bfc303b0c26d

## Introduction to Changes

Apple is modifying its App Tracking Transparency framework in the EU due to agreements with European competition authorities. Starting with iOS 27.2 and iPadOS 27.2, developers can use an alternative version of the system prompt. The core requirement for seeking user permission remains unchanged, but the implementation differs in specific EU countries.

## Regional Specifics

In Germany, France, Italy, Poland, and Romania, only the alternative version of the App Tracking Transparency prompt is available. This change is driven by legal requirements in these countries. Developers distributing apps in these regions must adhere to the new prompt format, ensuring compliance with local regulations.

## Re-prompting Mechanism

For EU users, developers can re-prompt users via the App Tracking Transparency system one year after their initial choice, regardless of whether they accepted or rejected tracking. However, this re-prompting is disabled if users turn off the 'Allow Apps to Request to Link Your Activity Across Companies' setting in their device’s Settings.

## Terminology Shift

Apple has renamed the tracking permission setting to 'Allow Apps to Request to Link Your Activity Across Companies' in the EU. This change reflects a shift from the straightforward term 'tracking' to a more complex phrase, potentially altering user perception and understanding of the feature.

## Stakeholder Dynamics

The update involves three key groups: Apple, users, and third-party developers. Apple prioritizes user privacy, while developers often seek broader tracking capabilities. The European Commission’s regulations aim to balance these interests, though critics argue they may favor developers over user privacy.

## User Privacy Concerns

Users generally oppose being tracked without consent, aligning with Apple’s stance. However, many third-party developers and publishers seek to track users without explicit permission. The new framework aims to address this tension while complying with EU regulations.

## Developer Implications

Developers must adapt to the new prompt requirements in the EU, particularly in Germany, France, Italy, Poland, and Romania. The alternative prompt and re-prompting mechanism introduce additional considerations for app design and user engagement strategies.

## Broader Impact

These changes highlight the ongoing conflict between user privacy and developer interests in the digital ecosystem. The EU’s regulatory approach seeks to mediate this conflict, but its effectiveness in protecting user privacy while supporting developers remains to be seen.

## Sources covering this story

- https://developer.apple.com/app-store/user-privacy-and-data-use/ — 

---

_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._