Apple released App Tracking Transparency update

On 27/01/2021, Apple Inc. announced that its App Tracking Transparency feature would launch in early spring as part of iOS 14.5, iPadOS 14.5, and tvOS 14.5. The announcement coincided with Data Privacy Day and outlined new requirements for apps seeking to track users across other companies’ apps and websites. Apple said developers would need to obtain explicit user permission through a standardized system prompt before accessing tracking data. The company positioned the change as part of broader privacy controls introduced across its platforms. App Tracking Transparency requires apps to display a permission dialog asking users whether they allow tracking. If a user selects Ask App Not to Track, developers are restricted from accessing the Identifier for Advertisers, a device level identifier commonly used for personalized advertising and measurement. Apple also stated that developers must respect the user’s choice and are prohibited from using alternative methods to track users without permission. The policy built on Privacy Nutrition Labels introduced earlier in December 2020, which require developers to disclose data collection practices on App Store product pages. Apple released iOS 14.5, iPadOS 14.5, and tvOS 14.5 to the general public on 26/04/2021, making App Tracking Transparency available to users. At the same time, Apple began enforcing the requirement for all apps submitted to the App Store. Developers were required to update their apps to comply with the policy, including implementing the permission prompt before tracking activity across apps and websites. The rollout marked a change in how advertising identifiers such as IDFA could be used on Apple devices.