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
17 months ago

Good! Stop spying on me arseholes
Never has a comma been so crucial
Score: 61 Votes (Like | Disagree)
Homme Avatar
17 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
17 months ago
Another day another epic reason to never leave iOS
Score: 36 Votes (Like | Disagree)
subjonas Avatar
17 months ago
This is why I stay in the relationship.
Score: 32 Votes (Like | Disagree)
ghostface147 Avatar
17 months ago
Good. Keep it up.
Score: 31 Votes (Like | Disagree)
Wizec Avatar
17 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

airpods pro 2 1

AirPods Pro 2 No Longer Expected to Feature Built-In Heart Rate or Body Temperature Sensor

Sunday July 3, 2022 8:07 pm PDT by
While past rumors have indicated the upcoming second-generation AirPods Pro will feature a built-in heart rate and body temperature sensor, Bloomberg's Mark Gurman has cast doubt on those rumors turning out to be true, saying instead such a feature is unlikely to come anytime soon. "Over the past few months, there have been rumors about this year's model gaining the ability to determine a...
top stories 2jul2022

Top Stories: M2 MacBook Air Release Date, New HomePod Rumor, and More

Saturday July 2, 2022 6:00 am PDT by
The M2 MacBook Pro has started making its way into customers' hands and we're learning more about how it performs in a variety of situations, but all eyes are really on the upcoming M2 MacBook Air which has seen a complete redesign and should be arriving in a couple of weeks. Other top stories this week included a host of product rumors including additional M2 and even M3 Macs, an updated...
Apple Watch 8 Unreleased Feature Thumb

Apple Watch Series 8 Model Rumored to Feature 5% Larger Display

Monday July 4, 2022 5:50 am PDT by
Apple is working on an Apple Watch Series 8 model with a larger display, according to DSCC's Ross Young and Haitong International Securities's Jeff Pu. In October last year, Young suggested that the Apple Watch Series 8 could come in three display sizes. Now, responding to a query about the rumor on Twitter, Young claims that the additional display size joining the Apple Watch lineup will be ...
intel go pc justin long

Windows Laptop Makers 'Worried' About New MacBook Air Impacting Sales

Tuesday July 5, 2022 6:57 am PDT by
The upcoming launch of Apple's redesigned MacBook Air with the M2 chip has some Windows laptop manufacturers "worried" that sales of Intel-based laptops will be negatively affected, according to industry sources cited by DigiTimes. "A Wintel brand vendor pointed out that at a price point of US$1,000-$1,500, the MacBook Air will crowd out other high-end notebooks," the report claims, with...
Apple Watch Series 8 What We Know Feature

Apple Watch Series 8 Might Be Able to Tell If You Have a Fever

Sunday July 3, 2022 6:36 am PDT by
The upcoming Apple Watch Series 8 will be able to tell a wearer if it believes they have a fever due to a higher than normal body temperature thanks to a new built-in sensor, according to Bloomberg's reliable Mark Gurman. Writing in the latest edition of his Power On newsletter, Gurman says that the Apple Watch Series 8 will feature a new body temperature sensor, given that the sensor passes ...
macbook air m2

Exclusive: Apple Plans to Launch MacBook Air With M2 Chip on July 15

Wednesday June 29, 2022 5:23 pm PDT by
The redesigned MacBook Air with the all-new M2 Apple silicon chip will be available for customers starting Friday, July 15, MacRumors has learned from a retail source. The new MacBook Air was announced and previewed during WWDC earlier this month, with Apple stating availability will begin in July. The MacBook Air features a redesigned body that is thinner and lighter than the previous...
European Commisssion

EU Approves Landmark Legislation to Regulate Apple and Other Big Tech Firms

Tuesday July 5, 2022 5:53 am PDT by
European Union lawmakers have approved landmark legislation to heavily regulate Apple, Google, Meta, and other big tech firms. The Digital Markets Act (DMA) and Digital Services Act (DSA) were proposed by the European Commission in December 2020. Now, collected in a "Digital Services Package," the legislation has been formally adopted by the European Parliament and seeks to address...