Europe’s antitrust chief, Margrethe Vestager, has warned Apple to give equal treatment to all apps on its platform amid the iPhone maker’s privacy changes that have drawn charges of anti-competitive practices from rival Facebook, reported Reuters.
Apple will in the spring ask iPhone users for consent to track their data for personalized ads in what it says is a move to protect users’ privacy but which will limit apps’ ability to gather data from people’s phones that can be used for targeted advertising.
Facebook has been among the most vocal of the critics which stand to lose a substantial part of their revenue from Apple’s move.
Facebook in a December blog post called it anti-competitive behaviour, saying that Apple’s own personalized ad platform would be exempt from the new requirement giving users a choice of whether to opt in to tracking by third parties.
Vestager said while the issue is privacy-related, it can morph into an antitrust issue if Apple tilts the level playing field.
“It can be competition if it is shown that Apple is not treating its own apps in the same way,” she told Reuters in an interview on Monday.
Vestager said so far she has not received any complaint about Apple’s changes.
