After the €150 million fine, Apple’s ATT faces its hardest questions yet

In a ruling that could rattle the scaffolding of digital advertising, France’s competition authority has fined Apple €150 million ($162 million) for what it deems an antitrust violation disguised as privacy reform.

At the heart of the matter is Apple’s App Tracking Transparency framework, the marquee feature of its privacy push — hailed by some as a principled stand against surveillance capitalism and by others as a velvet-gloved power grab. The decision marks a rare European rebuke of Apple’s dominance and raises larger questions about who truly benefits from the era of so-called privacy.

What follows is a closer look at the questions this decision surfaces — not just for Apple but for the entire advertising ecosystem built on the promise (and pretense) of privacy.

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