![]() Facebook CEO Mark Zuckerberg has attacked Apple’s plans, saying they are being made in Apple’s “competitive interests”. Over the last few months, Facebook has splashed out on full-page newspaper adverts saying the changes will hurt small businesses that rely on Facebook’s ability to track people and show them ads based on their interests. This year, the feud has become even more heated. ![]() The two companies have repeatedly clashed over privacy and online tracking. No group or company has been more opposed to Apple’s changes than Facebook – one of the biggest advertising firms in the world. (As it was delayed eight privacy organisations wrote to Tim Cook saying they were “disappointed” about the wait.) This caused Apple to delay the App Tracking Transparency update, which was originally planned to launch in September 2020 with iOS 14 but was delayed to “give developers time to make necessary changes”. For one, the advertisers and ad platforms alike are concerned that simply don’t know how many people will give their permission to be tracked across apps. This is the first time that a smartphone operating system manufacturer has turned off ad tracking identifiers by default.Īpple’s privacy shift has been controversial with advertisers. Apple argues the App Tracking Transparency gives you “more informed choices” about the apps you use. However, when you turn off the tracking all advertisers will see is a string of zeros – making sure no data is shared from your iPhone or iPad to the rest of the world. Developers are able to add their own messaging to the pop-up that can explain why you might want to be tracked. Apple has also changed its policies to say developers can’t hold people to ransom: apps can’t work differently or limit the functions available if you decide to opt-out of tracking.Īll apps, including Apple’s, have to ask if you want to share your identifier with other apps and data brokers. A developer can’t use your email address to track your behaviour, for instance. Anticipating apps and developers trying to get around the restrictions and track people in other ways, Apple has said you can’t be tracked using alternative identifiers. Now you have to actively opt-in to app tracking, by tapping the ‘Allow’ option, when given the choice.Īpple’s tracking restrictions aren’t just limited to your phone’s identifier. While it’s been possible to disable Apple’s identifier for a while – this is done through iOS Settings and then Privacy menus – the iOS 14.5 update turns the process on its head. Each iPhone that’s shipped comes with its own identifier that provides advertisers with aggregate data about your interests. It’s called App Tracking Transparency and is all to do with a string of numbers known as the identifier for advertisers (IDFA). The big change, which you won’t see, comes under the hood. This stops data from being shared with advertisers and third-party data brokers. Selecting the first option means apps will not be able to track your behaviour across other apps you’ve installed on your device. The popup is followed by two options – appearing first: ‘Ask App not to Track’ and then underneath this ‘Allow’. ![]() “Allow ‘Facebook’ to track your activity across other companies’ apps and websites?” reads the example pop-up Apple has shared. The big change you will see is an iPhone or iPad popup that asks you to decide if the app you’re using can track your behaviour across the other apps you use. Apple’s changes, which also apply to iPad OS 14.5 and tvOS 14.5, come at a time when big tech and the advertising industry are facing a day of reckoning over their abuse of personal data. The changes could potentially upend how the murky online advertising industry works – Facebook is very unhappy about them – but they also give people unprecedented control over how their behaviour is tracked. For the first time, people will have to opt-in to allow apps they’ve downloaded to track their activity. The new iOS code introduces Apple’s, much-delayed, new controls on the ways that apps can track people. Each subsequent update usually makes minor improvements, such as squashing bugs and fixing newly discovered security flaws. Apple’s big iPhone software updates usually run like clockwork – headline features are added to iOS each autumn when the software is first released. ![]()
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