Poland’s anti-monopoly office, UOKiK, has launched an investigation into Apple Inc. (AAPL) to determine whether its privacy policies are restricting competition in the mobile advertising market. The inquiry focuses on Apple’s App Tracking Transparency (ATT) framework, introduced in iOS 14.5 and subsequent versions, which limits third-party apps from collecting user data for personalized advertising.

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Concerns Over Competitive Advantage

UOKiK officials suspect that Apple’s ATT framework may favor its own advertising services while limiting competitors’ ability to deliver targeted ads.

Tomasz Chrostny, President of UOKiK, stated:
“We suspect that the ATT policy may have misled users about the level of privacy protection while simultaneously increasing Apple’s competitive advantage over independent publishers. Such practices may constitute an abuse of a dominant position.”

If violations are confirmed, Apple could face fines of up to 10% of its annual turnover in Poland, marking a significant financial and regulatory challenge for the tech giant.

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Apple’s Response

Apple has defended the ATT framework, emphasizing that it was designed to give consumers control over data tracking and protect user privacy. In a statement, Apple said:
“It is no surprise that the data tracking industry continues to oppose our efforts to give users back control over their data. Intense pressure could force us to withdraw this feature, to the detriment of European consumers.”

The company also expressed willingness to cooperate with UOKiK, stating:
“We will work with the Polish competition authority to ensure Apple can continue to offer users this valuable privacy tool.”

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Broader European Investigations

Poland’s investigation is part of a wider European scrutiny of Apple’s privacy and advertising policies. Antitrust authorities in Germany, Italy, and Romania are also reviewing Apple’s ATT framework.

In March 2025, a French regulatory authority fined Apple €150 million ($172.86 million) for similar concerns, highlighting the growing regulatory pressure Apple faces in Europe over its data privacy and advertising practices.

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Implications for Mobile Advertising and Privacy

Apple’s ATT framework has reshaped the mobile advertising industry, forcing advertisers and app developers to adapt to stricter data privacy rules. While the policy strengthens consumer privacy, regulators argue that it may limit competition by giving Apple an edge in its advertising business.

The investigation underscores a broader tension in Europe between user privacy protection and market competition, which could influence regulatory approaches and compliance requirements for tech giants in the future.

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Conclusion

Poland’s UOKiK investigation into Apple’s ATT framework represents a significant regulatory challenge for the company and highlights growing scrutiny of privacy policies that may affect market competition. With multiple European countries examining Apple’s practices, the outcome of these investigations could shape future privacy regulations, competitive practices, and enforcement actions across the EU.