Apple’s iOS 14.5 update: the impact of tracking-related changes
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Partner
UK
I am a commercial partner and head up the adtech practice working for brands, agencies and tech providers. With a focus on advertising within the broader media, entertainment and sports and technology and communications sectors, I am based in London.
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On 26 April 2021 in its iOS 14.5 update, Apple released both a fresh set of updates for iPhone users and also one of the most significant and controversial changes to user privacy settings that Apple – and the industry - has ever seen.
Alongside new emojis and more sophisticated face ID unlocking when wearing a mask, Apple launched App Tracking Transparency (ATT), which requires those offering apps on the App Store to request consent before tracking user activity across other companies' apps and websites. In other words, Apple has now placed strict controls on the tracking activities that companies have been undertaking extensively, lucratively and invisibly for nearly a decade, giving users unprecedented control over how their data is tracked and used.
