New iOS update for IPhones will require app makers to tell consumers about information they track

San Francisco, April 25 2021: Apple is all set to launch an update on their iOS powering a billion IPhones across the globe which requires app makers to tell users what tracking info they gather. This enhanced privacy feature has already attracted critics and there are fears it will roil the internet advertising world.

The move by Apple, which has been in the works for months, has sparked a major rift with Facebook and other tech rivals and could have major implications for data privacy and the mobile ecosystem. Digital ads are the lifeblood of internet giants such as Google and Facebook, and are credited with paying for the cornucopia of free online content and services.

An update to the iOS software that powers iPhone, iPad, and iPod devices brings with it an “App Tracking Transparency framework” that stops apps from tracking users or accessing device identifying information without permission.The requirement, which some developers adopted early, will apply to all iOS apps as of Monday, according to Apple.

Mobile Dev Memo analyst and strategist Eric Seufert said Apple’s new framework could upend the app economy along with digital advertising more broadly, calling the new policy “a change agent.” Since digital advertising on mobile is conducted through what Apple defines as ‘tracking’, explicitly purging this activity from the ecosystem will require the mobile operating model to change.

With more than a billion iOS powered devices in active use around the world, a change to the mobile operating system that potentially hampers the effectiveness of digital ads could be significant. Platforms such as Facebook or Google that rely on advertising typically get paid only when someone takes an action such as clicking on a marketing message. Ads made irrelevant because less is known about users could mean fewer clicks and, by extension, less revenue.

Mobile apps and the internet in general have flourished by providing information, games, driving directions, and more free of charge, with ads bringing in money to keep data centers running and profits flowing.

While some people using iPhones might grant permission for tracking, marketers fear many will opt for privacy. During an earnings call early this year, Facebook warned that Apple’s change to its mobile operating system will likely make it tougher to target ads. Facebook chief executive Mark Zuckerberg said in the call that Apple was becoming one of his company’s biggest competitors, with its rival smartphone messaging service and tight grip on the App Store, the sole gateway onto iPhones.

The social networking giant has argued that the iPhone maker’s new measures on data collection and targeted ads would hurt small businesses. Apple CEO Tim Cook defended the move, saying in a recent interview saying the principle is that the individual should be in control over whether they’re tracked or not; who has their data.

Apps will still be able to target “contextual ads” based on what users are doing during sessions, keeping the insights to themselves. Experts in favour of the move say advances in artificial intelligence and data analytics should help platforms, and by extension advertisers.

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