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Apple will make its own app consent prompts match those for third-party apps
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Apple will unify its App Tracking Transparency consent prompts so that its own apps use the same request format as third-party apps, reducing complexity for developers.
Developers of third-party apps will no longer encounter separate, potentially discouraging consent prompts, which could improve user opt-in rates. The unified design also removes the need to manage multiple consent requests, lowering implementation effort. For Apple’s own applications, the prompts will become less persuasive, bringing treatment closer to parity across the ecosystem.
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Apple will align the consent prompts for its own apps with those shown to third-party apps under the Bundeskartellamt commitments.
The revised prompts will drop discouraging symbols and wording and give publishers more space to explain the purpose of personalised advertising.
Complexity of the consent request architecture will be reduced, eliminating the need for multiple consent requests in some cases.
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Apple announced it will modify the App Tracking Transparency consent prompts so that the requests used for its own applications match those presented to third-party apps. The change will remove symbols and wording that could discourage consent in third-party prompts and make the design neutral. Apple will also provide publishers with more space to explain why personalised advertising matters to their business. This aligns the treatment of first-party and third-party apps under the same prompt framework.
For developers, adopting the update means revising the consent screens they currently show under Apple’s rules to use the new unified prompt design. They will need to adjust any custom explanation text to fit the expanded space provided by Apple. Testing will be required to ensure the new prompt complies with both Apple’s guidelines and German and European data-protection law. The effort is expected to be lower than maintaining two separate prompt variants.
The modification does not alter the legal basis for processing personal data; users must still give consent under German and European data-protection rules. It also does not affect other aspects of Apple’s ecosystem, such as App Store commission structures or the company’s own advertising business. Consequently, any remaining competitive concerns would have to stem from factors outside the consent prompt design.
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