With the release of iOS 14.5 last April, Apple brought the much-awaited App Tracking Transparency feature to go with the company’s new « privacy nutrition labels. » A few…
The big picture: When Apple announced sweeping privacy changes in iOS 14, companies like Facebook who are heavily reliant on advertising protested their impact. A few months in, one thing is clear: most iOS users don’t want to be tracked across apps for advertising purposes, and this is already driving advertisers away from the platform. With the release of iOS 14.5 last April, Apple brought the much-awaited App Tracking Transparency feature to go with the company’s new » privacy nutrition labels. » A few months have gone by and the effects are already visible even when Apple delayed the feature to give developers time to implement it into their apps. Back in May, app analytics firm Flurry reported that almost all users who upgraded their iPhone or iPad to iOS 14.5 within weeks of its release — 96 percent to be precise — did not enable in-app tracking on those devices.
