According to the regulator, the mechanism may have curbed rivals’ ability to gather data for personalised advertising, while Apple’s own ad services allegedly retained a competitive edge. UOKiK President Tomasz Chróstny said the authority is examining whether consumers were given an accurate picture of how their data is handled and whether Apple strengthened its dominance under the guise of enhanced privacy protections. If the findings point to anti-competitive conduct, financial penalties could reach up to 10% of Apple’s turnover in the Polish market.
Apple maintains that ATT was introduced to bolster user control and privacy, arguing that resistance from advertising interests is expected. In a statement, the company warned that regulatory pressure in Europe could jeopardise the feature, insisting that it intends to cooperate with Polish officials to preserve what it sees as a vital safeguard for consumers.
The Polish case adds to a growing list of European investigations. Authorities in Germany, Italy, and Romania are conducting parallel reviews of ATT, and France imposed a €150 million fine earlier this year, underscoring how Apple’s privacy controls have become a flashpoint in the continent’s competition-policy landscape.