Apple’s App Tracking Transparency EU changes are coming with iOS 27.2 and iPadOS 27.2. The update gives app developers in the European Union access to a revised tracking-permission prompt, while preserving the basic rule that apps must ask before tracking people across other companies’ apps and websites.
Apple announced the change on 16 September 2026, saying it follows agreements with selected European competition authorities. For users, the important point is simple: the permission choice remains yours. However, the prompt may look different, developers may provide more context, and eligible apps may ask again after one year.
What are the App Tracking Transparency EU changes?
App Tracking Transparency, usually shortened to ATT, is Apple’s framework for controlling cross-company tracking on iPhone and iPad. An app generally needs permission before it can link data collected in that app with data from other companies’ apps, websites or offline sources for targeted advertising, ad measurement or sharing with data brokers.
Beginning with iOS 27.2 and iPadOS 27.2, developers distributing apps in the EU can use an alternative ATT system prompt. Apple says the alternative has modified language and formatting. It can also include a button labelled “Additional Information”, giving a developer a place to explain why it wants to link activity across companies.
The original permission requirement is not being removed. Apple’s official developer notice explicitly says that the circumstances in which developers must request permission remain the same.
What users will see in iOS 27.2
A revised permission prompt
Users in most EU countries may encounter either Apple’s existing ATT prompt or the new alternative version, depending on what the app developer implements. The decision still concerns whether an app can link your activity with information from other companies for advertising, measurement or data-broker purposes.
More information from the developer
The optional Additional Information button can give users more context before deciding. This could be useful when an app relies on advertising and wants to explain how permission supports ad personalisation or measurement. Users should still judge the request on the app’s privacy practices rather than assuming that a longer explanation makes tracking necessary.
A possible annual re-prompt
In the EU, an app can present the ATT system prompt again one year after the user’s previous choice, whether that choice was to allow or reject tracking. That does not mean permission is automatically granted. It means users may be asked to make the decision again.
An app cannot re-prompt through ATT when the device-wide setting that allows apps to request tracking is switched off. In the EU, Apple is renaming that setting to “Allow Apps to Request to Link Your Activity Across Companies”, which is more descriptive than the older wording.
Five countries get only the alternative prompt
Apple says apps distributed in Germany, France, Italy, Poland and Romania will use only the alternative ATT prompt because of legal requirements. Elsewhere in the EU, developers have the option to use it.
This distinction concerns the presentation of the request, not a blanket exemption from permission. Developers still need to follow ATT rules when their data use qualifies as tracking.
Why the update matters for privacy
The revised prompt may affect how clearly apps explain advertising and analytics practices, and the annual re-prompt could give developers another chance to seek consent. At the same time, users keep the ability to decline. When permission is not granted, Apple says the device’s advertising identifier is returned as zeros and the developer may not substitute another identifier to perform the same cross-company tracking.
Apple also says developers cannot lock app functionality behind tracking consent or reward users for accepting the ATT request. Device fingerprinting—combining signals such as browser, device, location or network properties to identify someone—is also prohibited under Apple’s rules.
For a broader look at the operating-system release that introduces these changes, see our iOS 27 release guide.
What developers need to do
Developers with apps in the EU should review Apple’s updated privacy and data-use documentation before iOS 27.2 ships publicly. They need to decide whether to adopt the expanded interface, prepare clear supporting information and verify that advertising or analytics SDKs do not track users before consent.
App makers remain responsible for third-party code included in their products. Privacy manifests and accurate App Store privacy labels can help document collection practices, but they do not replace the ATT permission requirement when cross-company tracking is involved.
Should iPhone and iPad users take action?
No immediate action is required before iOS 27.2. After updating, read each request and choose according to your comfort level. If you do not want apps to request cross-company activity linking, open Settings > Privacy & Security > Tracking and disable the device-wide request option. The exact EU wording may change with iOS 27.2.
Before any major iOS or iPadOS update, back up the device to iCloud or a computer, connect to reliable Wi-Fi and ensure there is enough free storage. Install only the public release offered through Settings unless you deliberately participate in Apple’s beta programme.
Final thoughts
Apple’s App Tracking Transparency EU changes adjust how tracking requests are explained and how often they can reappear, but they do not remove the need for permission. Users remain in control, while developers gain a more detailed interface for explaining their request. The practical advice is unchanged: read the prompt, check the app’s privacy details and choose based on whether the benefit justifies cross-company tracking.
FAQs
When do the new EU tracking prompts arrive?
Apple says the changes begin with iOS 27.2 and iPadOS 27.2. Availability depends on Apple’s public release schedule and whether an app adopts the alternative prompt.
Does iOS 27.2 let apps track users without permission?
No. Apple says the conditions requiring tracking permission remain the same. The update changes the prompt’s presentation and adds an optional information button.
Can an app ask again after I reject tracking?
In the EU, an app can re-present the ATT system prompt one year after your previous choice. It cannot do so if the device-wide option allowing apps to request tracking is disabled.
Which countries use only the alternative prompt?
Apple lists Germany, France, Italy, Poland and Romania. In those countries, legal requirements mean only the alternative version is available.
Can developers block features unless I accept tracking?
No. Apple’s guidance says apps cannot gate functionality on agreeing to tracking or incentivise users to accept the ATT prompt.
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