The delay, noted the letter, meant that privacy protections wouldn't be available during the 2020 US presidential elections, which came with a heightened risk of personalized political ads. The company eventually decided to delay the tool to give developers more time to make the necessary changes.Ī group of digital rights organizations, including Amnesty International and Human Rights Watch, wrote to Apple CEO Tim Cook at the time, expressing their "disappointment" that the anti-tracking feature had been pushed back. The Cupertino giant pitched the app tracking transparency tool at the Apple developer conference last June, with a view of releasing the feature along with the launch of iOS 14 last October.
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Apple also confirmed that users will not be required to permit tracking in order to use the app's full capabilities. If users select "Ask app not to track", the app developer won't be given access to the device's advertising identifier, which is often used to collect advertising data and apps that continue to track users that have opted out run the risk of being evicted from the App Store altogether. Under their device's settings, they will be able to see which apps have requested permission to track and make changes as they see fit. In the upcoming releases of Apple's OS, users will be able to choose whether to allow apps to collect the data they generate in other apps and websites. This, in a nutshell, is why a quick web search for the local playground's opening hours can lead to a week-full of nagging ads about children's toys.
According to Apple, the average app has six trackers, which in most cases allow third parties to collect and link data from many different sources.Įven when generating data while using a single app, therefore, users' profiles end up being updated in a number of different databases around the world, often without their knowledge. Data brokers are only one part of a web of apps, ad-tech firms, social media companies, websites and others that are interested in collecting vast amounts of information about users across different platforms.
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