Apple Delays Ad Anti-Tracking Features Planned for iOS 14 [Updated]

Apple told some developers that it will delay the enforcement of an anti-tracking feature that's being implemented in iOS 14, reports The Information.

iOS14AntitrackDelayedFacebookSmirkfeature
In iOS 14, Apple is requiring apps to seek customer consent before the IDFA (Identifier for Advertisers) can be used to track user behavior and preference across apps and websites for ad targeting purposes.

Major app developers and ad networks like Facebook have spoken out against the feature, with Facebook warning advertisers on its platform that the new feature could cause a more than 50 percent drop in Audience Network publisher revenue due to the loss of personalization from ads within apps.

Facebook and other advertisers expect that customers will not want to share their IDFA's for ad targeting purposes and will therefore decline consent for the ad blocking popups that Apple has implemented in iOS 14.

Mobile developers that spoke to The Information said that they've had little time to prepare for Apple's change, which was announced in June alongside iOS 14. Apple has also not provided a way for them to target ads without using the IDFA.

If Apple does end up delaying the anti-tracking features in iOS 14, customers who upgrade to iOS 14 will not see the prompts to decline sharing their device IDFA with third-party apps.

According to The Information, if Apple does decide to delay, the anti-tracking features could be held until next year.

Eric Seufert, an ads industry analyst, said it "simply wasn't possible for developers to adapt their advertising infrastructure" to Apple's proposed IDFA change in time for the public release of iOS 14, which Apple usually makes available in September. He called delaying enforcement of the new IDFA prompt "the right thing for Apple to do, even if those privacy restrictions are well intentioned and ultimately best for consumers."

Apple's App Store team has apparently been asking gaming firms for details on how the change might impact their businesses, as these kinds of targeted ads are important to free-to-play games, and their responses may determine Apple's plan to implement or delay the feature.

Update 10:02 a.m.: In a statement to TechCrunch, Apple confirms that it is pushing back the change to "early next year."

We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.

Related Forum: iOS 14

Top Rated Comments

catracho504 Avatar
29 months ago
And they release a "PRIVACY" ad the same day?
Score: 88 Votes (Like | Disagree)
Wowfunhappy Avatar
29 months ago
This is the one situation where Apple caves? The time when it doesn't benefit their actual customers at all?
Score: 71 Votes (Like | Disagree)
dmx Avatar
29 months ago
This delay is/would be absolutely unacceptable. If Apple is on the consumer’s side, and supports the right to privacy, they need to follow through with their plan and give users the choice to not allow their identifier to be used for tracking.
Score: 70 Votes (Like | Disagree)
TomMcIn Avatar
29 months ago
I buy and use Apple Products for my benefit, NOT the benefit of a bunch of carpetbaggers that just want information about my activities. Install this protection as planned.
Score: 45 Votes (Like | Disagree)
TravelsInBlue Avatar
29 months ago
Welcome to late-stage capitalism.
Score: 35 Votes (Like | Disagree)
rp2011 Avatar
29 months ago
Oh mannn. Why?
Terrible terrible news if they decide to cop out. They would lose respect from me if that’s the case..
Score: 34 Votes (Like | Disagree)

Related Stories

apple privacy

More Users Trust Amazon and Google to Handle Their Personal User Data Than Apple, Survey Suggests

Wednesday December 22, 2021 7:29 am PST by
According to a new survey, more users trust Amazon and Google to handle their personal user data and internet browsing activity than Apple, while users overwhelmingly distrust Facebook, TikTok, and Instagram. The survey conducted by The Washington Post sampled over 1,000 internet users in the U.S. about how much they trust Facebook, TikTok, Instagram, WhatsApp, YouTube, Google, Microsoft,...
nba tracking prompt orange

Two-Thirds of iPhone Users Expected to Block Ad Tracking

Friday April 9, 2021 7:19 am PDT by
As many as 68 percent of iPhone users are expected to deny advertisers permission to track them thanks to Apple's App Tracking Transparency feature, in what is beginning to look like a significant blow to the advertising industry (via AdWeek). With the launch of iOS 14.5, apps will have to receive explicit user permission before accessing an iPhone's advertising identifier or IDFA, which is...
Mac App Store General Feature

Apple's Arguments Against Sideloading on iOS: All Your Questions Answered

Thursday November 11, 2021 10:38 am PST by
Sideloading is a fancy word for downloading an app binary from non-official platforms or the open internet and installing it on a device like a normal app. The practice is allowed on Android, granting users the flexibility of downloading apps from official or non-official app stores and the open internet. The iPhone, on the other hand, is a polar opposite. Since the launch of the App Store...
iphone 5g mmwave

U.S. Airlines Warn of 'Catastrophic' Crisis With Impending 5G Rollout, AT&T and Verizon Agree to Delay Around Airports

Tuesday January 18, 2022 10:35 am PST by
Verizon and AT&T's upcoming rollout of new C-Band 5G technology could cause chaos and lead to widespread delays of passenger and cargo flights, major U.S. airlines said on Monday in a letter sent to the White House National Economic Council, the FAA, and the FCC (via Reuters). "Unless our major hubs are cleared to fly, the vast majority of the traveling and shipping public will essentially...
Facebook Feature

Facebook Reports Record Ad Revenue for Q2 2021, Despite Apple's iOS Privacy Changes

Thursday July 29, 2021 2:31 am PDT by
Undeterred by Apple's recent anti-tracking privacy changes, Facebook continues to rake in billions in advertising revenue, as evidenced by its latest fiscal 2021 second quarter results announced Wednesday. On the company's Q2 earnings call, the social network revealed it had accumulated $28 billion in ad revenue, representing a 56% year-on-year increase. That saw Facebook more than double...
tim cook mark zuckerberg

Apple's Privacy Measures to Cost Facebook $10 Billion in 2022

Thursday February 3, 2022 12:30 am PST by
Facebook has said measures being taken by Apple on iOS that make it harder for platforms and apps to track users across other apps and websites will cost its business $10 billion in 2022. Facebook yesterday reported $33.67 billion in revenue, and while higher than expected, earnings per share were shy of analyst expectations. Facebook, renamed to Meta, also offered lower guidance for the...
Google Logo Feature Slack

Google Launching Privacy Sandbox to Limit Ad Tracking on Android, Calls 'Blunt Approaches' Like Apple's 'Ineffective'

Wednesday February 16, 2022 7:50 am PST by
Google has announced plans to strengthen user privacy on Android with a new initiative that will put an end to cross-app tracking on Android over the next two years, making it more difficult for advertisers to track users across other apps. In a blog post, Google announced a multi-year project named "Privacy Sandbox" that introduces "more private advertising solutions" for mobile apps. The...
craig wwdc 2021 privacy

Apple's Privacy Features Have Cost Social Media Companies Nearly $10 Billion in Revenue

Monday November 1, 2021 4:42 am PDT by
As a result of its privacy features, Apple has cost social media companies including Meta, formerly known as Facebook, Twitter, Snapchat, and YouTube, nearly $10 billion in revenue in the second half of 2021, according to an investigation by the Financial Times. The Financial Times found that most users have opted out of tracking using Apple's App Tracking Transparency (ATT) framework, a...

Popular Stories

iphone 14 pro hands snowflakes 1

Best Black Friday iPhone Deals Still Available

Wednesday November 23, 2022 1:55 pm PST by
Cellular carriers have always offered big savings on the newest iPhone models during the holidays, and Black Friday 2022 is no different. Right now we're tracking notable offers on the iPhone 14 and iPhone 14 Pro devices from AT&T, Verizon, and T-Mobile. For even more savings, keep an eye on older models like the iPhone 13. Note: MacRumors is an affiliate partner with some of these vendors....
ipad holiday bulbs

Best Black Friday iPad Deals Still Available

Thursday November 24, 2022 12:25 pm PST by
Black Friday deals have been in full swing for the better part of a month, and now that the shopping holiday is officially here we're seeing even more solid discounts on Apple devices. We're highlighting the best sales for all of Apple's product lines, and in this article you'll find the best Black Friday sales on iPad, iPad Pro, iPad Air, and iPad mini. Note: MacRumors is an affiliate partner ...
General Black Friday Deals 2022 Green

All the Apple Black Friday Deals You Can Still Get

Friday November 25, 2022 4:40 am PST by
Although Black Friday is now technically over, many Apple products are still seeing major discounts. In this article, you'll find every Apple device with a notable Black Friday sale that's still available. We'll be updating as prices change and new deals arrive, so be sure to keep an eye out if you don't see the sale you're looking for yet. Note: MacRumors is an affiliate partner with some of...
apple watch gold ornaments

Best Black Friday Apple Watch Deals Still Available

Wednesday November 23, 2022 9:31 am PST by
We're tracking all of the best Apple product discounts for Black Friday this week, and the Apple Watch always makes a great gift around the holiday season, so you're guaranteed to find solid discounts right now. In this article, you'll discover the best Black Friday sales on Apple Watch Series 8, Apple Watch SE, and Apple Watch Ultra. Note: MacRumors is an affiliate partner with some of these...
mac imac snowflakes

Best Black Friday iMac and MacBook Deals Still Available

Thursday November 24, 2022 1:07 pm PST by
Our Black Friday coverage continues today with the best deals you can find on MacBook Pro, MacBook Air, and iMac. As with all Black Friday deals, we aren't sure how long any of these will last, and prices are always fluctuating, so if you see something you want, be sure to buy it soon. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a...
airpods pro 2

Apple Engineer Addresses Lack of Lossless Support on New AirPods Pro

Friday November 25, 2022 2:58 am PST by
An Apple engineer has addressed the lack of lossless audio support in the second-generation AirPods Pro in a new interview. Current Bluetooth technology in the AirPods lineup means that Apple's audio products do not support Apple Music Lossless audio. Apple has previously hinted that it may develop its own codec and connectivity standard that builds on AirPlay and supports higher quality...
maxresdefault

Nothing Phone 1 Displays AirPods Battery Level After Latest OS Update

Friday November 25, 2022 3:33 am PST by
Nothing Phone 1 users today began receiving the Nothing OS 1.1.7 update, which adds support for displaying the battery percentage of connected AirPods, amongst other improvements and bug fixes. If you own a Nothing Phone 1, you can check for the OTA update by going to Settings -> System -> System updates. Bear in mind that as support for displaying AirPods battery level is still an...
new airpods lineup black friday

Best Black Friday AirPods Deals Still Available

Tuesday November 22, 2022 10:01 am PST by
Although we've been tracking Black Friday deals for a few weeks now, the shopping holiday is officially kicking off this week and we're highlighting the best sales for each of Apple's product lines. In this article, you'll find the best Black Friday sales on AirPods 2, AirPods 3, AirPods Pro, AirPods Pro 2, and AirPods Max. Note: MacRumors is an affiliate partner with some of these vendors....
Manchester United flag

No, Apple Isn't Planning to Buy Manchester United

Thursday November 24, 2022 12:19 pm PST by
Apple is not currently planning to purchase Premier League club Manchester United, according to a source familiar with the matter. A report earlier today from British tabloid The Daily Star claimed that Apple had expressed an interest in buying Manchester United for around $7 billion, but our source with direct knowledge of the situation said the report is false. Manchester United has...