Privacy Group Files Legal Complaints in Europe Targeting Apple's Device Identifier Service for Advertisers
Apple's device identifier service for advertisers is being targeted by privacy advocates in two complaints to Spanish and German authorities, reports Bloomberg.
A Vienna-based group called NOYB ("None Of Your Business") has filed complaints with data protection authorities in the two countries, calling for them to outlaw Apple's "Identifier for Advertisers" (IDFA) service.
Each iPhone that Apple sells comes with the unique identifier, which lets advertisers track the actions users take when they use apps. The group argues that the service allows Apple and various apps to track users and collect data on their web use without their consent.
"With our complaints we want to enforce a simple principle: trackers are illegal, unless a user freely consents," NOYB lawyer Stefano Rossetti said in a statement. "Smartphones are the most intimate device for most people and they must be tracker-free by default."
App developers have historically used IDFA to help target users with ads and track the performance of ads across different devices. Next year, however, Apple will require apps to seek customer consent before the IDFA can be used in iOS 14 to track user behavior and preference across apps and websites for ad targeting purposes.
The requirement was announced in June alongside iOS 14 and was originally expected to go into force with the release of Apple's latest mobile operating system, but Apple chose to delay the anti-tracking feature until 2021 to "give developers time to make the necessary changes."
The delay was announced only after major app developers and ad networks like Facebook spoke out against the feature, with Facebook warning advertisers on its platform that it could cause a more than 50 percent drop in Audience Network publisher revenue due to the loss of personalization from ads within apps. Apple is also facing an antitrust complaint from French advertisers who say it could force their revenue to plummet.
Last year, Mozilla launched a petition urging Apple to implement an automatic monthly reset on identifiers to make it harder for companies to build a profile about users over time. "It's like a salesperson following you from store to store while you shop and recording each thing you look at," argued the petition. "Not very private at all."
Popular Stories
We've been focusing on deals on physical products over the past few weeks, but Black Friday is also a great time of year to purchase a streaming membership. Some of the biggest services have great discounts for new and select returning members this week, including Disney+, Hulu, Paramount+, Peacock, and more.
Note: MacRumors is an affiliate partner with some of these vendors. When you click a...
iOS 26.2 is currently in beta testing. The upcoming update includes a handful of new features and changes on the iPhone, including a new Liquid Glass slider for the Lock Screen's clock, offline lyrics for Apple Music, and more.
In a recent press release, Apple confirmed that iOS 26.2 will be released to all users in December, but it did not provide a specific release date.
Keep reading...
iOS 27 will reportedly have two major elements: quality improvements and new AI features.
In his Power On newsletter today, Bloomberg's Mark Gurman said that iOS 27 will be similar to Mac OS X Snow Leopard, in the sense that Apple is focused on improving "quality and underlying performance" over adding new features.
Gurman said there is one exception to this rule, though, as he expects...
On this week's episode of The MacRumors Show, we talk through all of the new features and improvements expected to come to next year's iPhone 18 Pro and iPhone 18 Pro Max models.
Subscribe to The MacRumors Show YouTube channel for more videos
Apple's next-generation iPhones are less than ten months away and we already have a good idea about what to expect based on corroborated leaks, rumors,...
We're only a few days away from Black Friday, which will take place on Friday, November 28 in 2025. As always, this will be the best time of the year to shop for great deals, including popular Apple products like AirPods, iPad, Apple Watch, and more. In this article, the majority of the discounts will be found on Amazon.
Note: MacRumors is an affiliate partner with some of these vendors. When...
Apple's annual four-day Black Friday through Cyber Monday shopping event is returning on Friday, November 28 through Monday, December 1 in many countries, including the United States, Canada, Australia, New Zealand, France, Germany, Italy, Spain, the United Kingdom, Belgium, the Netherlands, Sweden, Thailand, and others.
During the shopping event, customers can get an Apple gift card with...
Apple has begun selling the Hikawa Phone Grip and Stand, a new limited-edition iPhone accessory designed with accessibility in mind.
Designed by LA-based Bailey Hikawa to celebrate the 40th anniversary of accessibility at Apple, the grip uses magnets to securely snap onto any iPhone with MagSafe.
Apple says it can be removed with ease, and doubles as a stand with two different viewing...
Apple's first foldable iPhone is expected to launch alongside the iPhone 18 Pro models in fall 2026, and it's shaping up to include two standout features that could set it apart from the competition.
The book-style foldable will reportedly feature an industry-first 24-megapixel under-display camera built into the inner display, according to a recent JP Morgan equity research report. That...
American multinational news company CNN has abruptly pulled its content from Apple News, Semafor reports.
CNN quietly removed its stories from Apple News over the weekend and there is no longer a feed from the network to subscribe to in the app. This effectively ends its distribution agreement with Apple while the two sides negotiate new terms. Discussions are apparently ongoing and CNN's...
