The new iOS pop-ups can include a short message about why a developer wants users to enable tracking, essentially a pitch of what the benefits might be. And the popups won’t appear if a developer tracks you across its own services, like Facebook following you from its main platform across Messenger and Instagram. You probably assume that platforms owned by the same parent company would (or at least could) share data; the larger issue Apple wants to address is tracking across services that you wouldn’t intuitively think have any type of relationship.
If you notice Facebook popping up frequently in examples about the impact of Apple’s tracking transparency initiative, it’s because the company has been vocal, and aggressive, in its objections. Facebook chief financial officer Dave Wehner has mentioned privacy initiatives around IDFA as a concern in many company earnings calls since late 2019. And in December, Facebook ran a series of full-page newspaper ads with the line, “We’re standing up to Apple for small businesses everywhere.” A companion website for Facebook’s campaign says, “Apple’s latest update threatens the personalized ads that millions of small businesses rely on to find and reach customers.”
Facebook also disputes Apple’s characterization that this type of data sharing should really be called “tracking” at all. Facebook refers to it as “what Apple defines as ‘tracking’” in its support documents for developers and businesses.
Apple CEO Tim Cook responded to the claims in December, tweeting, “We believe users should have the choice over the data that is being collected about them and how it’s used. Facebook can continue to track users across apps and websites as before. App Tracking Transparency in iOS 14 will just require that they ask for your permission first.”
Announced in June 2020, Apple originally planned to start requiring developers to support ATT for the iOS 14 launch in September 2020. The company went ahead with rolling out another iOS 14 addition, its app “privacy labels,” in December 2020. But amid industry backlash, the company delayed the ATT requirement “to give developers time to make necessary changes.”
“This has been much needed. I wish it didn’t get delayed,” says Will Strafach, a longtime iOS security researcher and creator of the Guardian Firewall app. “Nonetheless it’s a fantastic step toward adding some level of plain-English user awareness about what apps are doing.”
Though the tracking changes in iOS 14.5 are significant, they don’t extend beyond the walled garden that is iOS. Kint likens the immediate impact to squeezing one part of a water balloon: The liquid just expands to the other side. Platforms like Android and the web on most browsers will still allow tracking, and marketers may focus even more strongly there. But Apple’s step with ATT could ultimately spark broader change.
For now, though, just download iOS 14.5 if you have an iPhone, and get ready to start tapping “Ask App not to Track” whenever you see it. Especially in places you never saw coming.
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