Apple needs to treat all apps equally with regard to its inbound privacy features including its own, says EU antitrust head Margrethe Vestager.

Apple is in the process of introducing its App Tracking Transparency features to iOS 14. The features will require apps to ask permission to track a user’s device, enabling for targeted advertising to be displayed.

Critics have already complained about the privacy-based feature. Now, the European Union is also getting involved.

According to EU Executive Vice-President for a Europe Fit For the Digital Age and Competition Vestager, Apple needs to provide equal treatment when it is implemented. According to Reuters, the competition chief suggests this could become an antitrust issue if it doesn’t apply the rules to itself.

“It can be competition if it is shown that Apple is not treating its own apps in the same way,” Vestager said in an interview on Monday.



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