Apple Now Rejecting App Updates That Defy iOS 14.5 App Tracking Transparency Rules

Apple has begun rejecting app updates that do not comply with the App Tracking Transparency rules that the company is enforcing starting with iOS 14.5, according to a new report from Forbes.

nba tracking prompt
Apps must ask for permission to access the advertising identifier or IDFA of a user's iPhone in order to track them across apps for ad targeting purposes, a rule that apps will need to comply with when iOS 14.5 launches. The rule also prevents apps from using other workaround methods for tracking users, which is getting some developers into trouble already.

Several apps have been rejected so far, with Forbes listing Heetch, Radish Fiction, InnoGames, and more. Developers seeing app rejections are getting the following message: "Your app uses algorithmically converted device and usage data to create a unique identifier in order to track the user," with the message also listing the data that's being collected.

apple app transparency tracking rejection
Mobile marketing analyst Eric Seufert said that an SDK from mobile measurement company Adjust is at fault because of the data that it collects for device fingerprinting. Adjust, which is installed in more than 50,000 apps, says that it "maximizes the impact" of mobile marketing.


Apple is blocking apps that are using fingerprinting techniques to collect data for the purpose of building a profile of a user that allows the user to be tracked even without an advertising identifier. Data collection uses metrics like software version, time since last update, time since last restart, charge level, battery status, and more to identify individual users.

It is Apple's position that if a customer has declined the usage of the IDFA for ad tracking, that user has also declined other tracking methods. Apple's App Store rules say that app developers cannot collect data from a device for the purpose of identifying it, and developers are responsible for all tracking code in their apps, including any third-party SDKs they're using.

Adjust has now updated its SDK to remove code that accesses data like CPU type, phone memory, charging status, and battery level, so apps that were rejected for using Adjust may be able to have their updates greenlit after installing the new Adjust SDK.

There's still no word on when Apple plans to release iOS 14.5, but we've had six betas so far and the software is set to be available to the public sometime in the spring. With the App Tracking Transparency rules starting to be enforced for updates, it is possible that Apple is preparing for the software's launch, so we could perhaps see it debut in the near future.

Top Rated Comments

ChrisMoBro Avatar
20 months ago

Good! Stop spying on me arseholes
Never has a comma been so crucial
Score: 61 Votes (Like | Disagree)
Homme Avatar
20 months ago
Oh hell yes. Good move Apple. Love how this company respects privacy and security of the owner.

I hope Facebook looks at this as well

this needs to be spread to those who have Android. Get a cheap iPhone or iPad, update it to iOS 14.5 and all apps must have this feature after upgrading. A match made in heaven
Score: 38 Votes (Like | Disagree)
kalafalas Avatar
20 months ago
Another day another epic reason to never leave iOS
Score: 36 Votes (Like | Disagree)
subjonas Avatar
20 months ago
This is why I stay in the relationship.
Score: 32 Votes (Like | Disagree)
ghostface147 Avatar
20 months ago
Good. Keep it up.
Score: 31 Votes (Like | Disagree)
Wizec Avatar
20 months ago
It's kind of incredible that this wasn't the model all along. Since when was it OK to track people without their consent?
Score: 31 Votes (Like | Disagree)

Related Stories

iOS App Store General Feature Dock 2

Apple Defends App Store Changes in the Netherlands as Fines Reach €30 Million

Monday February 28, 2022 9:32 am PST by
Amid an ongoing dispute with the Authority for Consumers and Markets (ACM) in the Netherlands over the App Store, Apple has defended its plan to require app developers to submit an additional app binary for the Dutch storefront if they wish to use a third-party payment processing method. The ACM has ruled that Apple must allow dating apps in the Netherlands to use third-party payment...
generic tracking prompt blue

Apps Continuing to Track Users Despite Apple's Privacy Prompt

Monday June 7, 2021 8:04 am PDT by
Apple is facing increasing pressure to tighten its App Tracking Transparency rules after it was found that third parties are using workarounds to identify users who do not consent to be tracked, according to the Financial Times. Apple rules around App Tracking Transparency, which came into effect as part of iOS 14.5 and iPadOS 14.5, require apps to ask for consent to track users across...
tracking disabled ios 14 5

Apple Rolling Out Fix for Greyed Out App Tracking Transparency Toggle

Wednesday May 19, 2021 1:54 am PDT by
Apple appears to be ironing out a bug that meant some iOS 14.5 users were unable to adjust the "Allow Apps to Request to Track" setting that was rolled out as part of Apple's App Tracking Transparency (ATT) feature. In iOS 14.5, iPadOS 14.5, and tvOS 14.5, ATT requires that apps ask for permission before tracking your activity across other companies' apps and websites for targeted...
iOS App Store General Feature JoeBlue

Dutch Regulators to Meet With Dating App Providers to Assess Apple's Plan for Alternate In-App Payment Options

Monday January 17, 2022 9:55 am PST by
The Authority for Consumers and Markets (ACM) in the Netherlands plans to assess Apple's announced plans for allowing dating apps on the App Store in the country to use third-party payment methods, ensuring those plans "meet the requirements" of a previous ruling. Over the weekend, Apple announced that it would exclusively allow dating apps on the App Store in the Netherlands to use...
oculus health app

Oculus Quest 2 Movement Data Will Sync With Apple Health App Starting in April

Thursday March 10, 2022 11:07 am PST by
Facebook parent company Meta today announced an upcoming fitness update for the Oculus Quest 2, which will allow fitness data captured during VR workouts to be integrated with the Apple Health app. Right now, when people exercise with interactive games like Liteboxer, Beat Saber, or Dance Central using the Oculus Quest 2, the data can only be viewed on the Oculus Mobile app on the headset...
iOS App Store General Feature Dock

Indie Developer Dogged By Scammy Clone Apps Again Highlights the Holes in Apple's App Store Review Process

Monday February 21, 2022 9:29 am PST by
Apps that copy concepts and features from other apps are nothing new in the ‌App Store‌, but scammy like-for-like clones of genuine apps remain a perennial problem that Apple still hasn't resolved, as indie developer Kevin Archer recently discovered. Archer is responsible for 2Stable's Authenticator App, a feature-rich app that stores and generates secure two-factor authentication tokens...
iOS App Store General Feature Dock

Dutch Regulator Says Apple's Plan for Third-Party In-App Payments is Insufficient, Fines Apple 5 Million Euros

Monday January 24, 2022 6:33 am PST by
The Dutch Authority for Consumers and Markets (ACM) has ruled that Apple's plan to allow App Store dating apps to use third-party payment methods for in-app purchases does not sufficiently meet the requirements of a previous ruling. As a result, the ACM has hit Apple with an initial 5 million euro fine as a consequence, and fines will continue to be assessed at 5 million euros per week up to a...
iOS App Store General Feature JoeBlue

Apple to Collect 27% Commission on Third-Party App Payment Systems in the Netherlands

Friday February 4, 2022 3:16 am PST by
Apple says it will take 27% commission on purchases made in dating apps through third-party payment options in the Netherlands, in compliance with a Dutch regulatory ruling. In an update on its developer support site, Apple said it would collect 27% commission instead of its usual 30% on transactions made in dating apps that use alternative payment methods. Apple says the decreased...

Popular Stories

iphone 14 pro max vs 13 max 2

Camera Comparison: iPhone 14 Pro Max vs. iPhone 13 Pro Max

Thursday September 29, 2022 7:44 am PDT by
The iPhone 14 Pro and Pro Max introduce some major improvements in camera technology, adding a 48-megapixel lens and low-light improvements across all lenses with the new Photonic Engine. We've spent the last week working on an in-depth comparison that pits the new iPhone 14 Pro Max against the prior-generation iPhone 13 Pro Max to see just how much better the iPhone 14 Pro Max can be. Subscrib ...
maxresdefault

Apple Responds to Video Testing Crash Detection Feature With Junkyard Vehicles

Friday September 30, 2022 9:11 am PDT by
The Wall Street Journal's Joanna Stern recently traveled to Michigan to test Apple's new crash detection feature on the iPhone 14 and Apple Watch Ultra. In response, Apple provided some additional information about how the feature works. Stern recruited Michael Barabe to crash his demolition derby car with a heavy-duty steel frame into two unoccupied vehicles parked in a junkyard — a 2003...
iphone 14 iphone 14 plus in hand feature

iPhone 14 Is Secretly Hiding a Beloved Mac Feature

Friday September 30, 2022 3:24 am PDT by
The iPhone 14 and iPhone 14 Pro models bring over a longstanding Mac feature, but the setting to enable it is off by default. The feature, which is actually a new accessibility option, allows the iPhone to play a startup chime like the Mac. When enabled, the sound comes alongside a new shutdown chime. The Mac has featured a startup chime since 1987's Macintosh II, and the iconic "bong"...
adaptive transparency airpods pro

iOS 16.1 Beta Brings Adaptive Transparency to Original AirPods Pro

Thursday September 29, 2022 1:08 pm PDT by
The third beta of iOS 16.1 that was released earlier this week expands the Adaptive Transparency feature introduced with the second-generation AirPods Pro to the original AirPods Pro. As noted on Reddit, first-generation AirPods Pro owners who also have the AirPods beta software will now see an "Adaptive Transparency" toggle in the AirPods section of the Settings app. The 5A304A beta...
iOS 16 Wallpaper Spectrum Feature

Five Wallpaper Apps to Check Out for iOS 16's New Lock Screen Depth Effect

Thursday September 29, 2022 9:08 am PDT by
One of the biggest new features in iOS 16 is a completely redesigned iPhone Lock Screen. The new Lock Screen is entirely customizable, letting you change the colors and fonts, add widgets and new wallpapers, and more to make your iPhone uniquely yours. Of course, even before iOS 16, you could customize your Lock Screen with a wallpaper of your choice. iOS 16 takes the Lock Screen wallpaper...
tony blevins car

Apple Procurement VP Departs Company After Vulgar TikTok Comment

Thursday September 29, 2022 12:38 pm PDT by
Tony Blevins, Apple's vice president of procurement, is set to depart the company after he made a crude comment about his profession in a recent TikTok video, reports Bloomberg. Blevins was in a video by TikTok creator Daniel Mac, who was doing a series on the jobs of people he spotted with expensive cars. After seeing Blevins in an expensive Mercedes-Benz SLR McLaren, Mac asked Blevins what ...
tim cook malala

Tim Cook: Not Too Long From Now, You'll Wonder How You Led Your Life Without AR

Thursday September 29, 2022 7:26 am PDT by
Speaking at Università Degli Studi di Napoli Federico II in Naples, Italy, Apple CEO Tim Cook said that not too long from today, people will wonder how they led a life without augmented reality, stressing the "profound" impact it will have on the not so distant future. At the university, Cook was awarded an Honorary Degree in Innovation and International Management and also sat down for a...
Hero0005

Best Apple Deals of the Week: M2 MacBook Air Hits New All-Time Low Price at $1,049, Plus Sales on AirPods Pro and More

Friday September 30, 2022 9:05 am PDT by
This week's best Apple deals focus on the AirPods Pro, AirPods Pro 2, and M2 MacBook Air, including numerous all-time low prices on these devices. You'll also find up to 50 percent off discounts on Anker and Eufy accessories on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us...
zuckerberg metaverse

Apple CEO Tim Cook: 'I'm Not Really Sure the Average Person Can Tell You What the Metaverse Is'

Friday September 30, 2022 12:51 pm PDT by
Apple CEO Tim Cook has been touring Europe this week, sitting down for interviews with various media publications. Augmented reality has been a running theme in Cook's discussions, and it is a topic he brought up again in an interview with Dutch publication Bright, which is part of RTL News. "I think AR is a profound technology that will affect everything," Cook said, echoing comments from...
ipad pro m1 feature

Gurman: Apple Event This October Remains Unlikely, No Touch ID for iPhone 15

Sunday October 2, 2022 6:41 am PDT by
Apple is developing new iPad Pro, Mac, and Apple TV models, and at least some of these products will be released in October, according to Bloomberg's Mark Gurman. However, Gurman continues to believe that Apple is unlikely to hold an event this month. In the latest edition of his Power On newsletter, Gurman said "the big iPhone 14 unveiling last month was probably it for Apple in 2022 in...