While this feature enhances user privacy by requiring apps to request permission for additional data, particularly that necessary for targeted advertising, Italian media companies complained to AGCM that the feature was unfair because Apple's platform is not included in these restrictions. Apple argued that its services do not share data unless user consent is granted.
AGCM stated that ATT is an abuse of market power, a unilateral requirement imposed by Apple that harms app developers with business interests in the app. While the feature claims to protect user data, it creates a redundant burden because, in other EU countries, service providers are already required to obtain consent under GDPR.
Apple has stated it will appeal the decision.
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